The default marketing strategy for this category of tool is to emphasize efficiency….
The marketing from efficiency argument is simple to articulate and deeply rooted in an industrial mindset. Tools are good if they make workers more efficient; Frederick Taylor opined on the size and shape of shovels to improve the efficiency of strong-backed men moving stuff from pile A to box B. Knowledge workers aren’t shoveling coal. None of us work in typing pools.
These tools and their effective (not efficient) use are better understood from the perspective of augmentation laid out by Doug Engelbart. Saving keystrokes isn’t the point; redistributing cognitive load is.
Jim McGee – Knowledge Work Effectiveness not Efficiency
no straight lines 