Although ordinary Samoan houses are built by their inhabitants-to-be, custom demands guest houses be built exclusively by carpenters. Since these carpenters need to find clients, they are in business as artists; and they begin to make personal innovations and changes for no reason except that prospective clients will judge their work for its inventiveness.
The form-makers assertion of his individuality is an important feature of self-consciousness. Think of the willful forms of our own limelight-bound architects. The individual, since his livelihood depends on the reputation he achieves, is anxious to distinguish himself from his fellow architects, to make innovations, and to be a star.