Just came across a new interview with Andy Cruz at House Industries and thought I'd share in case anybody missed it.
From the article:
"Type runs parallel with fashion... Just like any other genre, you've got your taste makers that can take anything and position it in the right place and all the sheep will follow. That happens with type. The joke around here is ‘ok, we like it,' that means once we put it out there, it won't be as popular as we think it will be, because we're really into it."