Abandoning the obsession with form?

I clipped this quote from an article about a new OMA building, speaking about the shift away from strong form after CCTV. Hmmm.

"Drawing on 1950s America, and the later buildings of Mies van der Rohe, the G-Star HQ fits into what has been called OMA's “generic” phase, what De Graaf describes as “the more down-to-earth, somewhat understated oeuvre that has ensured since the CCTV building in Beijing – after which we abandoned an obsession with form and a desire to demonstrate a certain amount of virtuosity.” He places it alongside their Rothschild bank in London, completed in 2011, the Shenzhen Stock Exchange and the mixed-use goliath of de Rotterdam, both finished last year, all of which comprise rectilinear volumes dressed in a relatively restrained corporate clothing – “as an antidote to the formal extravagance of the 90s.” He recounts the legend of a memo, sent by Koolhaas to the entire office from a far-flung branch of the Four Seasons hotel, which set the new agenda: “Use 90 degrees only. Good luck, Rem.”

For more read here.
http://www.theguardian.com/artanddesign/architecture-design-blog/2014/mar/25/rem-koolaas-oma-fashion-branding-amsterdam-g-star-raw