Giovanni Cutolo reflects on the cultural effects of design on the structures of its distribution and on the habits and ways of its consumption. And then a new consumer comes out, who is well-informed and cultured, the "virtuous hedonist." This new consumer of design has enough self-confidence to organize his wishes, thus he creates value through his capability to select among the tangle of banal products offered in the market. A value that can be measured by the influence the consumer has on retailers, designers and producers.