When people design things they reflect them selves or some one close to them. When some one designs something that has never been done before this becomes oringinal. People then can take this deisgn and re use it or maybe adapt it to fit the purpose it is needed for. People tend to think that this is copying but it may not be. For example if some one takes and uses some ones video of you tube and uses it to display on their bebo page they have taken it and re used it in their own design. Although they may not have changed it at all they have made a new purpose for it which was different from the oringinal. Ericka Williams dicusses in her paper Unlearning that we need to unlearn our selves from this way of thinking. To view more on her what Ericka has to say about unlearning visit; http://www.jld.qut.edu.au/-