The chapter begins with a discussion of the difficulty in ascertaining who is actually the architect of the designs being discussed. It then goes on to discuss aspects of the prescriptive theories, the clients, and the work of nine selected architects/firms. Three are pragmatists, three rationalists, and three Empiricists. The three Pragmatists are Howard van Doren Shaw, Richard Seiffert, and for some projects, Alejandro Aravena. The three Rationalists are Le Corbusier, Bernard Tschumi, and Zaha Hadid. The three Empiricists are Darshan Bubbar, Abdel-Wahed El-Wakil and DPZ CoDesign. The argument is: (1) that architects, as businesspeople (“hucksters” to Philip Johnson), cater to different segments of the market for services, and (2) that the work of individual architects/firms need to be understood in that context. Clients determine much in what is built and its nature.