Calling it bullshit makes it sound all bad

While I will agree that calling what we are talking about here "bullshit" is probably fairly accurate, I also think it diminishes its importance and could make you (me) neglect a significant stage of the process. Malcolm Gladwell in his book, "blink" (I cannot believe I am actually referencing a book that was not required reading for a course, I basically never read, but picked up this audiobook from the library on a weird whim) tells several stories of people who are at the pinnacle of their profession who not only have perfected their field, but also have managed to master the skill of rationalizing their decisions to clients --even though those things have nothing to do with how the decisions were made. One such story described a top performing investor who used descriptors and graphs for show-and-tell, but the truth of the matter is he got hunches on good breaks, and back-ache's on bad ones. Imagine hooking a client with that logic. Several other of these people (artists, designers, etc...) actually have *no* idea how to describe their process that they've used to get to the top of their field. They can't tell you the real reasons, so they've come up with terms and phrases to put others at ease. The fact is that no one wants to hear "I just think it looks better", even if it is clearly better.