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In The Big Lebowski, the Dude embarks on a quest for the rug that held his room together. At Peann, our quest is for the words that hold a concept together; words that define the idea, describe products, services and processes, and words that help to shape a brand.
"Under construction" was a common feature of the early web that seems to have all but disappeared now. Generally speaking, people now seem to keep a website under wraps while it is under development and only expose it when it is considered complete. I'm not sure that I like this approach because a) I don't know if it is wise to ever "complete" a website and b) because user input while the site is developing can help craft something that is far more useful and compelling.