The article uses a humorous anecdotal story (taken from a real documentary) about a design disagreement between architect and landscape artist. After the landscape artist's idea is essentially critiqued and dismissed as inappropriate by the architect, his response is "bullshit". Essentially, the article exposes the truth about bullshit. In all design problems, there are concrete solutions to be articulated, but there are also the intuitive, subjective decisions that can only be chalked up as some degree of "bullshit". Being a good designer means more than kerning and colour theory: you have to be a compelling story-teller.