“In an industry where usage is a function of purchase rather than a real desire for the item, technology providers will obviously optimize for the purchasing process. But in reality, that is no longer true today, and hasn’t been true for years. As with IM or the iPhone, technology is increasingly being driven by bottom-up, rather than top-down, adoption. The world has changed, but only a select few in the technology industry have realized it. As William Gibson might put it, the future is already here, it’s just unevenly distributed.”