@CoolBlenderKitten @CaffeinatedBookDragon @Oggie @pluralistic There is plausible scope for emergent anti-brands. Consider Muji, whose entire shtick is stores selling good quality basic stuff with *no* branding. There's scope for that in tech, too. (I ❤️ my Pomera DM250. It's just a boring grey pocket word processor which processes words. Looks like USB mass storage to a PC when you plug it in, doesn't require software updates, doesn't expect or ask for internet connectivity ...)