PROPS TO ART LEBEDEV STUDIO

I'm a fan of Art Lebedev Studio. I think they have consistently generated some great virtual designs. Their work always appears to be of high quality and cleverly innovated. I've been reading their core philosophy webpage and wondering if this is overreaching egotism or clever strategy :

".....All award plaques end up hanging in our lavatory. We abhor the buzzwords “creative solution” and “optimization of business processes”. For our clients we rarely write proposals more than one page in length. All of our work is guided by one and only principle that’s two words long. This does not prevent us from being the biggest design studio in Russia, boasting the largest portfolio, and having no fear that we'’ll get overtaken by someone in the next ten to twenty years.