I find Act Utilitarianism very interesting because it places the morality of an action on the result rather than the actions that lead up to the result. The author gives many examples of conflicts people who ascribe to Act Utilitarianism may face because they do not adhere to a code of ethics. Rather, they have one ethical principle that they aim to achieve. This guiding principle is to make decisions that lead to the most amount of good for the most amount of people. The author uses a tax example, saying, it is most Act Utilitarian to tax people proportionally based on wealth rather than tax everyone the same rate. This is to ensure that each taxed individual is paying their fair share. While this seems like a simple ethical model to follow, it does raise some issues. Mainly, that it does not define what good is. Therefore, Act Utilitarianism requires its followers to make decisions in pursuit of something that is unclear. #summary

Anil Dash touches on a similar topic when discussing how many believe that tech is objective. If anyone with the right skills can fix tech problems, the entire system begins to seem like a factory with no room for human subjectivity. However, this is not the case. Many modern forms of technology, chiefly the internet, have become highly subjective due to online services' desire to cater to their users. Social media apps routinely advertise only what they know their users will like and this practice has started happening in other outlets as well. While target consumers were once specific to advertising, they are now a topic of conversation in journalism. Dash talks about this phenomenon by saying that news media has become too far fetched and focused on attracting readers. Dash calls for a reality check on this behavior, which would start by breaking down the walls surrounding tech that make it seem like an infallible, objective medium. There should be more transparency between big tech firms and those they serve. Just because an individual does not understand technology, does not mean that they are not able to understand what they are consuming.

Anil Dash mentions the concept of subjective human choices having future implications in a way that mirrors this statement. Dash reflects on a board room meeting during which executives decided on the size of the text box for blog posts. Later on, these executives found that their subjective choice of the text box size impacted their users by prompting them to create a certain amount of content. This example shows that every action by the creators of online platforms comes to a very tangible fruition. While the blog post example seems trivial, it highlights the broader point that this book introduction is trying to make when stating that devices "transform our experience". The changes that technology makes in individuals' lives is immeasurable but important to keep in mind while developing ethical and practical technologies. It is especially important for the developers of these technologies to keep in mind, because, oftentimes, technology changes peoples' lives in ways that are hard to reverse. Facebook is a good example of this. It is an elective service that people choose to join but, eventually, becomes part of a person's daily routine. This type of immersive technology should be thoughtfully designed because of how central to an individual's life it becomes.