Architectural visualization is a growing part of architectural design, especially in competition phases and big budget projects. Firms like Luxigon, MIR, Labtop, and dbox specialize in making glossy, atmospheric images for selling a project to a jury or client. As the importance of the image increases in our split-second culture, what is the duty of renderings like these in architecture today? What is gained by unrealisitic representation? What is lost?