[U]topia is deeply obvious, leaving aside the fact it won’t happen. We’re not interested in this idea of the invisible technology in a modernist sense. Tech won’t be visible but only if it’s embedded into the culture that it exists within. By foregrounding the culture, you background the technology. It’s the difference between grinding your way through menus on an old Nokia, trying to do something very simple, and inhabiting the bright bouncy bubbly universe of iOS. The technology is there, of course, but it’s effectively invisible as the culture is foregrounded.
Jack Schulze in Little Printer: A portrait in the nude.