I just posted this exact post on Super Naturale and I don't think I really need to change it for here.
I was passed a link to this discussion thread via Sabrina Gschwandtner who received it from Andrew Wagner. I highly recommend anyone who has interest, investment or pride about what we call "indie craft" to take a gander and give your two cents. And I second the suggestion of Annie who wrote the initial blog post who states "you might want to brew a cup of coffee before you sit down for this one . . ."