I said it today in a presentation: all IT people are geeks. Some of us pretend we aren't, but we all of us can make our smart-phone do what we want. This causes a cognitive state capture: when we spend all day immersed in the company of other geeks and we lose sight of the fact that most of the population aren't like that. Lots of folk can't upgrade their phone to a new version of Android. They wonder how they lost their emails. They just don't get how Evernote works. They see no reason to have Twitter lists or multiple accounts.