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This is a Good Hotel in San Francisco.  

Is it good – how should I know, I’ve never been there.   Part of the business model is they donate to worthy causes, i.e. stay here, save the planet!  The name of the hotel is  GOOD HOTEL.   This is like naming a cigarette TRUE.   In Japantown in San Francisco, there is a pedestrian bridge with lettering on the side saying BLUE.  I wonder what that is about?   Is it conceptual art, or a guerrilla advertisement for American Express Blue (TM).  

What would be a good name for an architectural firm?   “Good Architects, Inc.”    There is a firm called GRAFT.  Does this refer to a biological metaphor (trendy) or does it mean that they steal their clients money?

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