Soft-Architecture

I believe the commodification of architecture is inevitable as many others have pointed out. New methods of non standard production or mass customization point towards marketing the individual. Imagine potential home owners scanning through a catalogue of home styles, each associated with a celebrity designer. With the push of a button, the style is chosen and the parametrically defined construction documents are then retrofitted immediately to accommodate the site. The designer will become an integral part of the non-standard production process.

Parametric architectural software is available, the branding of the architect is happening, the market for potential buyers currently shop at open homes or thumb through catalogues of blueprints. If everything is in place, why hasn’t designer soft-architecture taken off?