I'm guessing it's people who design packaging, like this:

Which leads me to two comments:

1.If I'm right, then...really? You're calling yourselves architects now, people-who- design-packaging?  Fine, have at it, everyone else is.

and 2. If this is non-traditional packaging design then I am *all for* a return to traditional design, which I'm sure is what the public wants.  This package only allows you to get 1/4 of the cookies out easily, the rest are tucked under a plastic cover that's not easy to rip. Honestly, contemporary food packaging, on the whole, sucks.

It's only a matter of time until some coffee shop decides that "barrista" is too common and undignified a term for their staff. That will be the day your $6 latte will be served to you by a bonafide coffee-architect.