They are an example of the вЂњone tool fits allвЂќ principle. In truth, computers are extremely crude objects. Are easily understood objects like can-openers sexy? Are beer cans? Even that name makes them sound more sophisticated than they really are, for in principle, you could make a computer using empty beer cans and water. He accurately refers to computers as вЂњcan-openersвЂќ. In the film вЂњI, RobotвЂќ, one of the characters (Will SmithвЂ™s boss) is not so easily conned. It is also made easier because people, knowing so little about computers, are easily conned. And since computers have a far higher вЂњhard-onвЂќ factor than can-openers, then JobsвЂ™ sanctification is more easily achieved. Men, and increasingly, women, think with their balls. Of course, had Jobs founded a company making, say, can-openers (Apple Can-openers Inc.?) then it would not be as easy to sanctify him. As I said, the advertising is clearly working. Thus, we can be presented with a film which shows a businessman, in this case Jobs, lying and cheating and stealing and bullying his way to the top, and people actually admire him for it.

вЂњethicalвЂќ, and not only does no one bat an eyelid, but people actually believe it. Since then, however, business has done a whitewash job on itself such that it can call itself e.g. People knew that businesspeople lie and cheat and steal. When I was growing up in the 60s, people knew that business was corrupt. That is what has happened to business these last few decades. The meaning of вЂњto sanctifyвЂќ: to make something socially or officially acceptable. Having read some of the reviews for this film, I was shocked, but not surprised, at the admiration many of them express for Jobs. Jobs is currently in the process of being sanctified. This is a biopic of the early career of the late Steve Jobs, co-founder of Apple computers. To learn more about how and for what purposes Amazon uses personal information (such as Amazon Store order history), please visit our Privacy Notice. You can change your choices at any time by visiting Cookie Preferences, as described in the Cookie Notice. Click вЂCustomise CookiesвЂ™ to decline these cookies, make more detailed choices, or learn more. Third parties use cookies for their purposes of displaying and measuring personalised ads, generating audience insights, and developing and improving products. This includes using first- and third-party cookies, which store or access standard device information such as a unique identifier. If you agree, weвЂ™ll also use cookies to complement your shopping experience across the Amazon stores as described in our Cookie Notice. We also use these cookies to understand how customers use our services (for example, by measuring site visits) so we can make improvements. We use cookies and similar tools that are necessary to enable you to make purchases, to enhance your shopping experiences and to provide our services, as detailed in our Cookie Notice.

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