Shakespeare on GeoDesign

I've been trying to figure out why ESRI is suddenly trying to make such a big deal of "GeoDesign" - this announcement talks about introducing "the first generation of geodesign concepts, technologies, and tools". But people have been doing design in GIS for decades - the first release of Smallworld in 1991 was really all about design, with features like version management to enable you to analyze multiple alternative designs, etc etc. In the 1980s IBM GFIS was heavily used for design applications. I've come to the conclusion that maybe they've been trying to think of something they can say that they do which those pesky neogeographers don't do (yet!), and trying to present design as something new and cool is their attempt to do this. Anyone else have any theories? It all just seems a bit odd to me.

Anyway, I was browsing a little Shakespeare in preparation for my talks in Stratford upon Avon next week, as you do, and discovered that actually GeoDesign is even older than this. It goes back to the 16th century at least - here is a surprisingly detailed description of the design and construction process from Lord Bardolph in King Henry IV, Part 2 (maybe there's a reason why this wasn't one of his greatest hits!):

"... When we mean to build,

We first survey the plot, then draw the model;

And when we see the figure of the house,

Then we must rate the cost of the erection;

Which if we find outweighs ability,

What do we then but draw anew the model

In fewer offices, or at least desist

To build at all? Much more, in this great work,

Which is almost to pluck a kingdom down

And set another up, should we survey

The plot of situation and the model,

Consent upon a sure foundation,

Question surveyors, know our own estate,

How able such a work to undergo,

To weigh against his opposite; or else

We fortify in paper and in figures,

Using the names of men instead of men;

Like one that draws the model of a house

Beyond his power to build it; who, half through,

Gives o'er and leaves his part-created cost

A naked subject to the weeping clouds

And waste for churlish winter's tyranny."

(First posted in the comments on a previous post, but I decided it deserved its own entry!)