“He hates chain stores and fast-food restaurants, mass-produced items and fashionable clothes - any instance of something that is repeated across the world regardless of local context. These things deny the uniqueness of each moment and each person. They function as if we were all printed out of plastic like egg boxes, and they try to make us function the same way. They are the intrusion of perfection into our grubby, smelly, sweaty living place.”

“Modernism isn't a design ethos any more, it's an economy of scale, and a marketing tool to sell the ordinary as something special, the sexless as erotic. A technological device without a specific, personalized identity has a subtext: it asserts the value of instrumentality. Its design is a reflection of its role... The anonymity of these objects is part of what they are: interchangeable commodities whose uniqueness in so far as they possess any is created by what is done with them. Function is an identity. And that identity is something we are encouraged to incorporate into our perception of self, that anonymity is proposed as something to emulate. Whimsy and uniqueness are indulgences.”

“Like casinos, large corporate entities have studied the numbers and the ways in which people respond to them. These are not con tricks - they're not even necessarily against our direct interests, although sometimes they can be - but they are hacks for the human mind, ways of manipulating us into particular decisions we otherwise might not make. They are also, in a way, deliberate underminings of the core principle of the free market, which derives its legitimacy from the idea that informed self-interest on aggregate sets appropriate prices for items. The key word is 'informed'; the point of behavioural economics - or rather, of its somewhat buccaneering corporate applications - is to skew our perception of the purchase to the advantage of the company. The overall consequence of that is to tilt the construction of our society away from what it should be if we were making the rational decisions classical economics imagines we would, and towards something else.”

“Joshua Joseph has no real hatred of modern technology - he just mistrusts the effortless, textureless surfaces, and the ease with which it trains you to do things in the way most convenient to the machine. Above all, he mistrusts duplication. A rare thing becomes a commonplace thing. A skill becomes a feature. The end is more important than the means. The child of the soul gives place to a product of the system....For anything really important, Joe prefers something with a history, an item which can name the hand which assembled it and will warm to the one that deploys it. A thing of life, rather than one of the many consumer items which humans use to make more clutter; strange parasitic devices with their own little ecosystems.”

“Another important consequence in the arrival of digital technology and its facilitation of feedback is that we can look at large systems and recognize them once more not only as part of ourselves, but also as components that can change... Now, though, we live in a world where text is fluid, where is responds to our instructions. Writing something down records it, but does not make it true or permanent. So why should we put up with a system we don't like simply because it's been written somewhere?”

“This, not incidentally, is another perfect setting for deindividuation: on one side, the functionary behind a wall of security glass following a script laid out with the intention that it should be applied no matter what the specific human story may be, told to remain emotionally disinvested as far as possible so as to avoid preferential treatment of one person over another - and needing to follow that advice to avoid being swamped by empathy for fellow human beings in distress. The functionary becomes a mixture of Zimbardo's prison guards and the experimenter himself, under siege from without while at the same time following an inflexible rubric set down by those higher up the hierarchical chain, people whose job description makes them responsible, but who in turn see themselves as serving the general public as a non-specific entity and believe or have been told that only strict adherence to a system can produce impartial fairness. Fairness is supposed to be vested in the code: no human can or should make the system fairer by exercising judgement. In other words, the whole thing creates a collective responsibility culminating in a blameless loop. Everyone assumes that it's not their place to take direct personal responsibility for what happens; that level of vested individual power is part of the previous almost feudal version of responsibility. The deindividuation is actually to a certain extent the desired outcome, though its negative consequences are not.”

“Something else emerges from this discussion about us as human individuals: we're not fixed, stable intellects riding along peering at the world through the lenses of our eyes like the pilots of people-shaped spacecraft. We are affected constantly by what's going on around us. Whether our flexibility is based in neuroplasticity or in less dramatic aspects of the brain, we have to start acknowledging that we are mutable, persuadable and vulnerable to clever distortions, and that very often what we want to be is a matter of constant effort rather than attaining a given state and then forgetting about it. Being human isn't like hanging your hat on a hook and leaving it there, it's like walking in a high wind: you have to keep paying attention. You have to be engaged with the world.”