Citizen Intelligence combines existing 'letters'

Seth Godin nails it today.

The only reason that typesetting works is that a small collection of letters can be re-used again and again to print millions of different words. This seems obvious, but it was actually the conceptual breakthrough that led to the long path that brought us to Gutenberg etc.

He adds that chasing new letters is expensive. The corollary is that reconfiguring existing letters is a lot cheaper. A lot of businesses can be formed out of reconfiguring letters. Citizen Intelligence is one.