“Apple Computers is a famous example: it was founded by (mostly Republi­can) computer engineers who broke from IBM in Silicon Valley in the 198os, forming little democratic circles of twenty to forty people with their laptops in each other's garages.”

“And if the computer gives you any back talk, pour some well-sugared office coffee into its evil little silicon brain.”

“Finally Jobs proposed Apple Computer. “I was on one of my fruitarian diets,” he explained. “I had just come back from the apple farm. It sounded fun, spirited, and not intimidating. Apple took the edge off the word ‘computer.’ Plus, it would get us ahead of Atari in the phone book”

“If you look into the footnotes of the business model for Apple Computer you'll see that they actually give the computers away for free; they just charge for the inflated sense of self-worth.”

“Our metaphors for the operation of the brain are frequently drawn from the production line. We think of the brain as a glorified sausage machine, taking in information from the senses, processing it and regurgitating it in a different form, as thoughts or actions. The digital computer reinforces this idea because it is quite explicitly a machine that does to information what a sausage machine does to pork. Indeed, the brain was the original inspiration and metaphor for the development of the digital computer, and early computers were often described as 'giant brains'. Unfortunately, neuroscientists have sometimes turned this analogy on its head, and based their models of brain function on the workings of the digital computer (for example by assuming that memory is separate and distinct from processing, as it is in a computer). This makes the whole metaphor dangerously self-reinforcing.”

“If valleys are the dimples on the face of the earth, as Steven King once said, then Silicon Valley is the deepest, most sparkling dimple of them all.”