In the context of design, semiotics should be able to help us understand the whole complex of physical objects, needs, desires, motivations, actions, mythical representations, frustrations, and delights which are inextricably interrelated in the interface between the physical world and people. If only it helped us to do without such abstract notion as users, requirements and fit, if it helped us understand the vital importance of misfit, in a complex, conflicting, and therefore changing society, this could be enough to amount to a revolution in design theory.