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"A familiar challenge is to translate the seemingly unyielding demand to put a specific technology into something because it is expected, or because the name of the technology is the new great thing. It doesn’t matter what it is in particular — I use “doorknob” as a stand-in for whatever the latest “doorknob” of the day might be. For example — we’re going through an Augmented Reality “doorknob” phase presently, as most of you know.
What’s do I mean by doorknob? Doorknobs are things that rarely mean anything at all to normal human beings but they mean everything in the world to doorknob enthusiasts who spend most of their time trying to put doorknobs onto everything they possibly can — coffee tables, lampposts, patio chaises, kid’s t-shirts, wrist watches, fancy cameras, car dashboards, toasters, clock radios, keychains, tea kettles, baseball hats.. I could go on, but I’ll let the “doorknob” enthusiasts go crazy themselves."
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