The article discusses the concept of 'square theory', which refers to the idea that certain patterns of relationships between words or concepts can be modeled as a square, with each corner representing a word or concept and each side representing a relation between them. This structure is found to be satisfying and compelling in various domains, including crosswords, jokes, and branding. The article explores how square theory can be applied to understand the appeal of certain wordplay and linguistic structures. The concept is also related to category theory and topology, and has implications for creative fields such as writing and design.