Right. 'Control' can mean a lot of things, depending on what it is you actually want a thing to do for you. Us nerds put a disproportionately high value on thin

Right. 'Control' can mean a lot of things, depending on what it is you actually want a thing to do for you. Us nerds put a disproportionately high value on things that are (for example) data 'open', but somebody else - such as the interviewee in this article - may have different needs. I think many people feel 'empowered' using an iPhone just the way it is. It allows them control over their lives, not the technology. Control is just the ability to direct a thing to behave in line with your intentions. I think apple understands that more than others, even if that's not always in line with what us nerds want it to mean.