This impact-of-information paper is our early collective attempt to reflect on the meaning of our professional life. What are we working for really – apart for money and fame? Do trees feel the difference? The content for reflection was mostly drawn from our daily work, the paper was also inspired by such widely differing subjects as the visionary Tatlin tower that was never built in Moscow, research on how art relates to propaganda, and evidence of how propaganda is key to business and political success.