The Golden Ratio is one of the amazing mathematical concepts commonly thrown around in psychology and math classrooms. Its essence is associated with the perfect aesthetic form. Golden ratio enthusiasts say that the proportion is present in classic paintings from Leonardo da Vinci and Giotto di Bondone, old world architecture, music and even poetry. The larger and more important question is whether the ratio is present because of a deliberate inclusion of it or if it has appeared because of an underlying force. Are all of the great painters, musicians, poets and architects great because of a talent or are they great because they have tapped into the human psyche and somehow knew what people liked? What is it about φ (phi), the name of the number associated with the phenomenon in question (other names include golden ratio, golden number, golden cut, to name a few), that causes it to show up in both the realm of the man-made and non-man-made? Furthermore, why is φ a basis for beauty?