This is exactly what has happened to instructional design, and could by <a href="http://effectivedesign.org/2008/02/11/instructional-design-in-academia-where-theory-and-practice-rarely-meet/">why theory and practice don’t meet</a>. <strong>So much theory has been introduced that we can no longer see how instruction is actually designed.</strong> That’s why I think many times it has become easier for novice (in this case non-academically trained) designers can do it so often. They are not encumbered by the fog of theory.