The effect is what matters, not the finish. Design should be beyond snobbery. What is important, he says, is bringing design to the masses. The masses seem to be responding. Solid marble is selling well, as are laminate floors and lava lamps.
Fireplaces are popular - and also fire surrounds.
Women have been turning up en masse. Many stores have re-invented themselves as female friendly. DIY appeals to women because it is glamorous and vibrant. There is so much colour and glitz. Professor Smith disagrees.