The title refers more to the physical book process itself rather than just the contents. That's why the article spends paragraphs talking about his meticulous choices in ink and paper, and trivialities like silk that will show in the binding or the exact color of the bookmark. The article differentiates him with how he has the luxury to spend months on projects and do longer and more expensive print runs. A normal publisher would just probably go with glossy paper, whatever size the artist prefers, and cheaply mass produce coffee-books, but he is shown to be more collaborative and discerning.