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Information architecture supports all aspects of the web experience. It enhances accessibility, and reinforces the efficacy and authenticity of sites. Yet, Abby Covert argues that IA is still an elusive concept, with a vast contingent of those who practice it groping at best, and copying obsolete strategies at worst. Only a fearless commitment to talking about IA—including the failures, the confusion, and the Eureka! moments—will bring this essential element out of the shadows.