Volume 2, Number 3

( I'm really Pissed at Bill ! )

I'm sitting at my desk looking at my new Microsoft Sidewinder Joystick and the action packed CD-Rom version of Fury and I am in a rage, really at myself. I feel so controlled. Bill Gates and his gang at Microsoft have been extremely successful in creatin g a feeling within me. As a PC owner and consumer of software, they have made me feel as if I want or need to have just about every product they sell. The latest quarterly statement for Microsoft, illustrates the point. In the three(3) months ended 12/3 1/95, the company had sales of $2.2 billion and earned $575 million. Besides creating worthwhile products Bill has been able to put together a powerful marketing force that I find difficult to resist. Judging by the figures, I'm not the only one caught up in their mind control. (An aside to the real Bill: Read as 'I'm awe of your ability to create what you have created...Kudos' )

I received a gift certificate during the recent holidays and decided to go to my local computer software store and treat myself to something real special. I would pick something that I wouldn't buy with my own money yet feel all right to receive as a gi ft. That's always been a nice way to look at a gift certificate. I looked at all the catalogs I had at home before making my trip so I would be familiar with the latest offerings. Since my system is relatively new, I would be able to buy almost anything and not worry about hardware constraints.

A brief comment about marketing technology as I see it from my own experience. I have recently noticed a phenomenon that happens in certain stores or with certain products. When I walk into stores like Eddie Bauer , GAP, Sears Hardware Dept., Sharper Im age, Crate & Barrel, Hoffritz and Crazy Shirt , I immediately want to or have to own almost everything being offered. I guess it has to do with the way the goods are displayed, the room temperature and the color scheme. I really can't pinpoint the exac t cause. It does reduce my logical thinking mind to what feels like a lump of moldable clay. I believe that the modern day marketing experts recognize this phenomenon and exploit it to the nth degree. Witness the recent proliferation of the word 'ergon omic'.

I own a Microsoft Sidewinder Joystick, a Microsoft Natural Keyboard, a Microsoft Mouse and Windows '95 all because it feels good to use them. My life would not be suffering without these products yet it feels good to own them. I remember telling myself that I was done buying games for the PC since I had all I could ever play and that the time could be spent more productively. Well, you ought to see how well I'm learning to fly around an alien planet looking for the bad guys. My Mom's words, "what do y ou need it for?" are echoing in my ears more and more every day. I used to try to justify the need to her and always felt like I fell short every time. I can still hear myself trying to defend the purchase of my motorcycle. When I finally realized th at I was old enough to buy something just because I wanted it was when I felt like I was grown up.

Now as I sit here and ponder the feelings associated with my latest 'want' purchase, I find myself getting more and more pissed at Bill and his crew. They seem to have been able to tap into that spot inside me and make me feel like I want something they are selling. I know I don't need it . My life would be fine if I never owned it. Yet, I would probably feel like I was missing out on something if I didn't get it. Nobody ever warned me of Microsoft's ability to create the feeling of want inside my min d... How Come?