Our generation has gone through what they call the information age, and now some people believe we are in a new age called the Attention Age which started on the birth of Web 2.0 which is dealing with social media on the internet. Through this time there has been many changes in technology. In Manovich's article, he talks about the huge changes in in computer design and also cell phone design. Theses designs have evolved so much to almost but on a show for us wile we use them, and they are usually designed to create this "wow" effect on the user.
As a designer myself, I have really have been paying close attentions to all the changes Manovich is talking about, which really made this article interesting. The technology of cellphones and computers have been around for 20 years, but they have evolved so rapidly. The reason for this is competition. Apple has been really pushing the button on design to try and beat out other companies. In the article it talks about how apple was the first to create a bunch of technology with the same look and feel. And the trick to a good design is the ease of use for the user and also to get the "wow" effect with theatrisation (Interaction as Theatre). If the user gets bored wile using the product in the store when looking to buy the product, it most likely will not be bought. If the product entertains the user and gives that "wow" effect, wile having the ease of use, you got the consumer by the balls. Apple has been doing this for years, and now other companies are catching up, such as Sony (Sony Style), Nokia (Fashion Phones). In which talked about in the artical, makes technology the ability to be an "object of desire."