In the modern era at least, people can find very few architects purely interested in the exchange value of things; they can find them still preoccupied with use, but it is use in the broadest of terms. Meanwhile, as a consequence of the corporate superstructure, we've created celebrity chefs and signature architects. While chefs don't seem to mind the term, architects get very sensitive about it. But it is a function of the business and media to create such entities, since that's how they create the value added to increase the exchange value of their commodity. Even a celebrity chef believes in authentic cooking, or craft, just as Peter Zumthor has faith in many sheets of sandpaper, but both have to tout their business from Lyon to Beijing. Meanwhile, by the time your celebrity chef or starchitect is doing all that, and supporting all those restaurant staff or all those CAD people.