There is indeed a risk that architecture may continue to prioritize PR over meaningful contributions, especially in an era dominated by short attention spans and content creation frenzy. The concept of "PRchitecture" reflects a trend where architects focus more on generating buzz through renderings, images, and associations with trendy topics rather than focusing on core architectural principles or societal impact. This shift towards superficial promotion can detract from the profession's essence of creating functional, innovative spaces that enhance human experiences. To combat this risk, architects must recenter their focus on design excellence, sustainability, social relevance, and ethical considerations rather than succumbing to PR-driven practices.