I think it means "look at the whole picture when it is finished, and analyse that". ;^) The article is pretty good about raising awareness of the commercialization of our language. I'd never talk about a baby as an "OB product", but I guess some people do look at hospitals as baby-making factories with just-in-time delivery of the necessary parts. A little capitalism is a good thing, but when marketing totally runs amuck, then we are all in danger of being commodities to be bought and sold. If such marketing language becomes used as everyday speech, then our thinking will become innured to this blanket commercialization. Carolly