Added on by Chris WHITE.

My friend Joe Hall points out that the names given to old British airplane engines were pure poetry: Proteus, Merlin, Goshawk, Kestrel, Avon, Olympus.

Sadly, contemporary airplane engines are called things like…Pratt & Whitney J9D.

Why is it that today’s technology companies number their products rather than christen them?

It may have something to do with the way we think about technology today…as opposed to how we thought of it in the a past.

Once, technology was seen as a kind of expression of man’s innovation…benchmarks along the pathway of aspiration. Nowadays, most technological advances turn us inward, allow us to pursue passivity and comfort…turn us into watchers.


To be fair, the “good old days” did give us the X-1. But. You’d be hard-pressed to uncover anything inspiring in today’s tech nomenclature.

Windows suggests a passageway to otherness, I guess. But mostly…it’s a frame for observing otherness rather than participation.