stripped design?

I recently read an inspiring article in IDSA’s latest Innovation journal by adbuster editor Kalle Lasn. On the first page there is a hand written question that asks;

“what does design look like after all commercial pretensions have been stripped away”

I am a last year design student and was curious if anyone out there could come up with a good answer?

peace

hint:

(that question is for you, my friend)