FORM, FUNCTION & PURPOSE\\I FOCUS ON CREATING MEANINGFUL RELATIONSHIPS BETWEEN VISIONARIES AND THEIR CUSTOMERS. \\A Passion for My Work\\Amateur (French amateur 'lover of') is generally considered a person attached to a particular pursuit, study, or science, motivated by a pure passion of the subject.\\The stigmatization of amateurs as fools for contributing to society simply for the love of it can be explained by the amateur's non-conformity to the ideological structure of consumption (Goffman, 1963; Stebbins, 1992). Amateurs are serious about the work they do, providing outstanding examples of contributions to society (Stebbins, 1992).