Think of this letter as a form of group therapy. A concerned Brooklyn resident writes an open letter to the president of Fedders, trying to convince the exec of the damage to his company’s image by being associated with the lowest form of architecture known to man:

Seemingly profitably for FEDDERS, these buildings—ghastly in their plain-as-cardboard architecture from the get-go—require an air conditioning unit under every other window. Unfortunately, each FEDDERS air conditioner is giganticly emblazoned with the word FEDDERS across the public-facing side of the unit. So an unsightly edifice in the first place becomes [number of windows with FEDDERS air conditioners] times uglier. It’s about as repugnant as seeing the word FEDDERS boldly capitalized 29 times here in this letter. The net effect I describe is now commonly referred to as a FEDDERS House.

Letter to Fedders [Open Web Letter]