Theory often takes a back seat to practice in the field of web design—after all, it’s hard enough to keep up with the latest acronyms without trying to carve out time for navel gazing about the profession. As a result, innovation in the way we think about our creations has lagged behind the breakneck pace of change in the technologies we use to create them. Consider, for example, our craft’s foundational metaphor of “information architecture.” Since at least Richard Saul Wurman’s 1996 book Information Architects, architecture has been the primary metaphor for how “those who build websites” think about what we do. By adding a new metaphor to our theoretical toolboxes, we can gain a richer, more nuanced understanding of the way that we inhabit cyberspace. This enhanced apprehension of the medium should enable us to create websites that better serve our users.