Tell me the first thing that comes on your mind when you hear Google, Apple, Microsoft, Flickr or Twitter. No, it’s not the technological stuff or something. It’s feeling about that tech things you would think in a second. As in one of episodes in Dilbert series, the artist asks for association on caterpillar phobia. It’s grey octagon as to artist, but other think about another colours and shapes. Same here — we think personal thing about these companies and their products. Some are mac nazi (I really like this term), some just hate macs and adore, dunno, Microsoft or Linux. But we strongly have that feeling about companies. We give it a soul and as the soul as striped as Frankenstein, it is demon, that doesn’t know what to do with it.