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Software God created sex; priests created marriage Voltaire … or, in modern terms: humans created technology; technology companies created software. In a (more or less) primitive pre-information age society, technological changes are rarely land-sliding. Except for a small minority of cases (i.e., invention of wheel, radio, printing), technological changes in pre-computer times are almost always evolutionary, not revolutionary. The computer era changes it. Now, many new radical inventions (or even some improvements) bring about fast and radical changes in the way business is conducted. The nature of such changes is isoquantic - these are not merely paradigm shifts. Isoquantic changes mean - a paradigm shift squared. But every new isoquantic shift of technology produces not only new efficiencies and opportunities, but also new complexities and new limitations. Truly - humans created technology; technology companies created software. Most new technologies, platforms, formats, protocols, compilers, languages, etc. continue to add more convolution to the universe of developer’s choices. Add to this the ugly corporate battles over platforms formats, browsers, etc. – and creation of any new software suddenly looks like another complicating factor. ET does not believe in further complicating lives of programmers and users. Instead, ET technologies serve to unify and connect existing (and future) diverse formats, technologies, devices and languages. Users of ET software do not have to deal with new complications. Instead, they receive a simplifying yet sophisticated tool. Together with BEAST, programmers acquire ET’s Object Surface Paradigm – a convenient metaphor for programming. Armed with it, programmer can learn faster, code faster, implement faster, and, most importantly, does not have to account for labyrinthine issues imposed upon him by other technologies.
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