Gehry is a genius of marketing, not design. Andy Warhol knew the key to fame was to make your work distinctive and memorable. He did it by incorporating familiar elements. People feel good when they can recognize something, "Oh, that must be a Warhol". And that's why Warhol became cool.

Gehry takes this idea to a whole new level - distinctive at all costs. His work is unpleasant, but people remember it. Thus Gehry becomes "cool". Hey, its a business strategy.