I'm not even exactly sure how this works, but I'll take a stab. What Shin does is design these little folded paper characters. Then, he puts up the pattern of the folded character up on his website, so anyone can replicate his work or make their own custom Spikey Baby. He also puts up pictures of the community designed Spikey Babies on his site. Once the original Spikey Baby is sold, the pattern comes off the website, and no-one is able to make the Spikey Babies anymore until Shin has designed a new one. It's a beautiful concept if you like his designs and kind of want to experience the act of creating one of these objects.