You begin with a text, you sculpt information, you chisel away what's not needed, you come to the point, make things clear, you're a content person.

Rigid proponents of content strategy may shun the use of dummy copy but then designers might want to ask them to provide style sheets with the copy.

Anyway, you still use Lorem Ipsum and rightly so, as it will always have a place in the web workers toolbox, order things happen, not always the way.