Adding to the uniqueness of any product is the abilty, skill and imagination to create and be creative. As with web design, everyone who has ever made a newsletter for their sewing club, a birthday card or a powerpoint slide presentation fancies themselves a graphic designer. The glut of software that enables photo manipulation is a contributing factor. Adding a gradient to your baby's photo using Adobe Elements or Microsoft Draw does not a graphic designer make. ZxOT designers have been designing and creating graphic elements long before Photoshop.