Web workers sometimes misappropriate and misapply metaphors of craftsmanship. We want our work to share the value and authenticity we perceive in hand-made artefacts, but often overlook the nature of our raw materials and tools. In this talk, Owen takes a critical look at how the allure of crafting physical things has influenced us, and discusses the recent emergence of thought about a true web aesthetic which reflects our medium, its limits and how we practice our craft within it.