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Consumers were no longer just passive recipients of a company's marketing message; they were active participants, co-creating the reputation of a product. As I got deeper into this world, however, I started to feel a certain unease with the cold, rational, and seemingly objective approach that dominated so much of the field. A notification from a social media app or an incoming email can instantly pull your focus away from the task at hand, making it difficult to achieve a state of deep work. It sits there on the page, or on the screen, nestled beside a glossy, idealized photograph of an object. It transformed the text from a simple block of information into a thoughtfully guided reading experience. This includes the time spent learning how to use a complex new device, the time spent on regular maintenance and cleaning, and, most critically, the time spent dealing with a product when it breaks.