Technologically possible but not socially accepted

It's a good point to think of the difference between the technological feasibility of things and the socio-cultural acceptance of things, because they're two different things. And often, right now, the speed at which technology is introduced, a lot of people are having a difficult time catching up. So you could also think that it becomes an important bottleneck, this socio-cultural acceptance of technology. And I think engineers and also designers who are developing new technologies and thinking about how they are integrated in society should really consider this. They should really think of the generation of people that's not used to the new technology yet and how to cope with that. And there are different strategies. For instance, if you relate it to something that people already know, that's often a better way to introduce something than just, bang, drop it on them. A small but charming example of that is in the Apple iPhone or in the Apple iPad. There you have this digital book collection, but it's presented as a book shelf. And I think that's really interesting, that they throw this whole new model of digital books onto people, but they present it on a digital book shelf. And that’s really deliberate, I think, so that people relate to the notion of having a book collection, having books, whereas in fact the whole digital book market, well, in the end, probably, the book shelf will go extinct because of it, so though it's presented in their words, in the end it's going extinct. But that's a way of being very considerate of how you introduce a new technology and how you cope with the ideas and one could say the media schemes people already have in their heads on what technology can do and how you can then stretch them a little bit.