Architects are no longer the primary agents of design adaptation. In the 21st century realm of the digital, architecture is a profession that has found itself within a matrix of public resources. Blogs, journals and magazines- attract thousands of monthly visitors, individuals whose familiarities with the profession and the nuances of the design process can vary greatly. An architectural aggregation of these online critics can yield a new operative strategy, in which the digital media actively plays a role in “selecting” visual parts for proliferation. How could such a strategy, unstructured and devoid of a formal critical lens, yield valid theoretical and conceptual arguments?