2. They Guide design, as exemplars (h/t @marick). Needs drive things.
3. The purpose is Development of solutions to customer needs. Design is just part of the story.
And @JoshuaKerievsky likes this. Hooray!
In conclusion:
1. I think “Example-Guided Development” is a fantastic way to describe The Thing.
2. Branding for consistency is a great idea. Monetising it necessarily creates conflicts of interest.
3. I love that @JoshuaKerievsky is excited about this too.