In Chapter 2 of 17, entrepreneur and Moo.com founder Richard Moross finds inspiration in fine crafted goods. Certain trades, including bespoke tailors and custom English stationers, are dying, being replaced by cheaper, mass produced product. This is a tragedy, notes Moross, as the fine attention to detail and personalization provide a personal consumer connection that raises confidence. The classic made to order craftsmanship inspires Moross in his own endeavor at printing company Moo.