Here is a Digital Survivors article, about what would happen if architects had to work like web designers. The more important truth held in this article, is that it isn't just for web designers. The truth is, this is the software industry in general, as well as most innovation industries.
In particular, this reminds me of a recent project I worked on, for my senior project (can be seen on my work blog).
Enjoy!
http://www.digitalsurvivors.com/archives/000455.php
