Explain “Information Architecture” in 10 words or less

Jason Fried of 37signals is making an interesting point, there is no common concise answer to what the terms means.
Three years ago I threw together this definition from various sources:
Information architecture (IA) is primarily about cognition – how people process information and construe relationships between different pieces of information. Information design is primarily about perception – how people translate what they see and hear into knowledge.
These days I tend to believe “I don’t know, but I’m sure the information architect does” and “Information Architect (noun): title invented by web designers desiring a software engineer’s salary.”
Read: An exercise in clarity: Explain “Information Architecture” in 10 words or less

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