A recent interview with architect Frank Gehry about new visions for Ground Zero (published in the New York Times Magazine) has lifted the veil that had eloquently shielded us from a new paradigm in the relationship between architecture and culture. In Deborah Solomon´s interview she asks the revered master of form and space if he considered a proposal for the site. He replied, honestly, that he was invited to participate but found it demeaning that they could only offer $40,000 in return for his creativity and architectural plans. He said, "When you´re only paid $40,000, you´re treated as if that is your worth." Could Gehry have such a severe case of low self-esteem that he can only measure his talent by the size of architectural fees and construction budgets? The veil that Frank Gehry lifted, if just for one interview, opens our eyes to a recent shift in the role buildings play in an increasingly shared cultural experience. Size does matter. Not size quantified by building envelopes and square footage and but as global purveyor of image, identity and brand.