One thing you seem to have got scarily accurate is the way advertising is weaved into the world around. Is that something that you foresaw coming, or just a good, estimated guess?
Well, you know it was actually a direct result of our process. The thing that triggered it was that Spielberg wanted, not to make a science fiction film, but a film about a future reality. And what that meant for us that we did a whole other kind of research.
It was really important that we could say, to the best of our knowledge, this is a pretty fair guess at what will happen. More than a guess. A well informed decision based on research that just having Spielberg at the helm gave us access to. Technology departments, CEOs in big corporations who were able to say confidently to us that touchpad technology was going to be big in the future because they were developing it.”