Google is in a position where it doesn't even have to strive to become a hip, conscious choice. Brands are temporary fads. Functionality is forever. Google just has to 'be,' and everyone will end up there sooner or later.
Web sites are designed to keep young people from using the keyboard, except to enter in their parents' credit card information.
The liberation children experience when they discover the Internet is quickly counteracted by the lure of e-commerce web sites, which are customized to each individual user's psychological profile in order to maximize their effectiveness.
Marketers spend millions developing strategies to identify children's predilections and then capitalize on their vulnerabilities. Young people are fooled for a while, but then develop defense mechanisms, such as media-savvy attitudes or ironic dispositions. Then marketers research these defenses, develop new countermeasures, and on it goes.
Microsoft's new OS, Windows 7, may finally be a worthy successor to XP, eliminating the clutter of Vista and letting users get to what they want to use without the fuss. All this, while remaining compatible with their IT departments' demands for scalability and custom implementations.
If the end of the twentieth century can be characterized by futurism, the twenty-first can be defined by presentism.
