The Curdling theory proposes that an object, service or idea can be made more interesting by subtly undermining its own quality.
By injecting a dash of mediocrity into an otherwise perfect design, we create an emotional resonance that is greater than the sum of its parts.
Think of it as a wink to the universe, a nod to the impermanence of all things.
Join us in our crusade against the tyranny of excellence!