Defining "photography" as a product—rather than as a medium which expresses an idea—distorts the thinking process. One consequence is that when a photographer confronts an image with which the photographer is unhappy or wants to improve, the solutions are thought of in terms of the marketing language: blaming (or crediting) the product instead of the creative act. Thus, the endless discussions of "technique" and "gear"—if photography is a product, and there is dissatisfaction with an image, the answer must lie in the equipment, and thus the cycle continues.