" After all, these systems do not do a very good job of gathering trust. They lose files and they crash, oftentimes for no apparent reason. Moreover, they express no shame, no blame. They don’t apologize or say they are sorry. Worse, they appear to blame us, the poor unwitting users. Who is “they”? Why does it matter? We are angered, and appropriately so. "

― Donald A. Norman , Emotional Design: Why We Love (or Hate) Everyday Things