We deal with an amazing variety of different digital devices every day. We have computers, laptops, cellphones, tablets and readers — not to mention stuff we can’t see or hold that resides inside of TVs, cars and who knows where else.

There are bits of software residing in all of these things. For people who don’t rely on technology to make their business run better, there’s no real need to think about all of this digital stuff at all. They can simply turn it on and it works — it may as well be magic. Purchase decisions are based on cost, basic functionality, and sending the right social signals about the user’s status and beliefs.

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