Giving a shit does not require capital, simply attention and humility and diligence. Giving a shit is the best feeling you can imbue craft with. Giving a shit in book design manifests in many ways, but it manifests perhaps most in the margins.
Reach for a book. The dedication and earnestness of those who made it is revealed immediately in the margins. If the margins feel questionable, be suspicious. Other corners were likely cut.
What a beautiful article about margins; they are given so much character. Go read it already!