Perhaps these intriguing fads, and always exciting fashions, are merely innocuous diversions. Perhaps these fads are an integral part of Schumpeter’s creative destruction (Schumpeter 1950, Chapter 7) and become the risky experimental path required for progress (i.e., the market system works by trial and error). Perhaps these fads and fashions are part of Cole’s (1999) process of re-evaluation, self examination, and “building blocks for organizational learning.” Perhaps these fads are il -conceived experiments, simply relabeled well-known routines, excessively hyped thoughts, or pretentious gibberish