Bonum Certa Men Certa

Computing vs. Marketing



2020 figosdev

Index



17th 1/2 and Market
Chapter 4: Computing vs. Marketing



Summary: "The important lesson here is that Windows is NOT a computer -- it is actually a horrible thing that people DO to a computer, and to themselves."

Imagine you go to a car dealership, and after buying a car, the dealer says "and when you run low on petrol, just bring it to a dealer and they'll sell you more!"



Fuel may not be the best metaphor for software, but it is worth noting that you buy it from a petrol station, not from the car manufacturer. You decide what brand of fuel to put in your car, and the idea of having to use specific brands for specific cars is more or less ridiculous. Even small planes tend to use the same fuel truck, regardless of who makes them.

"In this fiction created to sell software, you don't have a computer, you have a Windows computer or an Apple (Mac) computer."Computers were designed originally for tasks (numeric and data processing) followed by programs with rudimentary instructions, and eventually operating systems were created. While computers can do jobs without operating systems, software has become a consumer industry -- the makers of software would rather you think of your computer as being tied to the OS, or better yet think of it as the OS itself.

In this fiction created to sell software, you don't have a computer, you have a Windows computer or an Apple (Mac) computer. So what are Dell and Lenovo in this imaginary world? Types of Windows computers, also known as a "PC" -- and that is a PC? Its a computer that runs Windows!

As mentioned in the previous chapter, Microsoft has reinforced this illusion by making deals with manufacturers that made it difficult for them to offer choices in terms of what OS a computer came with.

Apple has simply tied their OS directly to their own hardware products. It's possible, though difficult -- to run Apple's operating system on a computer that Apple didn't sell. Its also possible to run a different OS on a computer that Apple sold. But these companies would prefer to tie your hardware to their software, as if they're the same thing.

It's true that your computer won't do much without an operating system. Since the 1960s, various institutions and companies have worked to create software platforms that allow the computer to handle more than one program -- even more than one user -- at the same time. While the modest computing power of early 8-bit consumer devices were put to better use running a single program at once, by the time IBM came out with the AT with enough RAM for more tasks, it was possible and increasingly desirable to manage more than one task simultaneously.

"If you detach the two cables going to that box, (or slide it out of the laptop) your computer will be OS-free. It won't have any files or operating system when you turn it on."It is helpful to disrupt this illusion of the OS as the computer. If you have a decent quality laptop, and it isn't one of the almost hermetically sealed aluminum capsules that Apple makes, you may find a panel on the back of your laptop (one some older models its even on the side) that allows you to remove the drive from your computer.

This is mostly a thought experiment, so don't feel the need to get out your screwdrivers unless you've done this before -- or have a laptop you don't care about. The danger to your laptop could be small, but we don't want to presume anything without other details.

After turning off and unplugging your computer, its possible to remove the drive. I had one very inexpensive laptop without a drive -- instead it had a small module that contained the equivalent of a USB stick on it which served as the drive. If you have a desktop, there is usually an entire side of the case you can remove -- the drive will probably be larger.

"Oftentimes, installing an operating system is nearly as simple as putting the right USB into the computer, turning it on and hitting enter several times."Laptops and desktops have a variety of components inside, but in a laptop and especially the desktop, the ones most relevant at the moment are typically in black or silver boxes, ranging from the size of your hand to the size of your palm. The box with the most wires is the power supply -- that's the most dangerous part of the computer, and you can figure out where it is very easily, because on the outside of the case is the power cable that goes to it. Usually its located near the top and towards the back, but sometimes it is placed on the bottom of the case.

Immediately on the other side of where you put DVDs into the computer, you'll find the optical drive. On desktops they are larger than hard drives, and on laptops they are typically larger than laptop hard drives.

A few models of laptop will make drive access difficult, but most are better than that. You usually don't need to remove the drive to change the OS -- normally you won't have to open the computer at all. But inside your computer is a little silver and/or black metal box, which holds all your files, software and the OS. Some desktops even have more than one.

If you detach the two cables going to that box, (or slide it out of the laptop) your computer will be OS-free. It won't have any files or operating system when you turn it on. You can erase everything on that little box and have no operating system (or files) when you put it back, and the computer will still be a computer. What happens then if you turn it on?

"The important lesson here is that Windows is NOT a computer -- it is actually a horrible thing that people DO to a computer, and to themselves."The first thing you'll notice is that it still puts something on the screen. Typically this will be the OEM logo -- Dell if you have a Dell, Lenovo if you have Lenovo, Acer if you have that, etc. This is not part of the OS, rather like the BASIC interpreter that starts when you switch on the C64, this logo is stored on a chip on the computer.

You should also be able to get to the BIOS settings. Technically it isn't called BIOS anymore, the new term is UEFI -- but lots of people still call it BIOS (for one because its only two syllables, and BI-OHS doesn't sound as stupid as YOOFEE).

The BIOS lets you configure certain hardware settings, including which device to look on first for an operating system. This is something they should teach in computer classes, and they do if you take a repair class. But this isn't just a repair task, it's a fairly basic computer skill. At any rate, the rule for BIOS settings is write down anything you change (ESPECIALLY what you changed it FROM -- what you change it to is slightly less important) and don't change BIOS settings you don't understand. That will help save you an expensive trip to a technician.

To get to these settings, you normally have to press a key on startup. These keys vary from machine to machine, but are usually one of the F1-F10 keys, with F1, F2 and F10 being popular -- or Ins or Del. Often it will say on the screen.

"All kinds of things that put Microsoft more in control of your computer than you are, are right there, on that little silver and/or black box inside your machine."If you press nothing, the computer will most likely proceed to look for an operating system on the hard drive. If you removed it, or erased the drive, now it will say something like "Operating System Not Found" and stop. This also may happen if your bootloader (on the hard drive) is not installed.

Oftentimes, installing an operating system is nearly as simple as putting the right USB into the computer, turning it on and hitting enter several times. Don't know what a bootloader is? Doesn't matter, one will be installed by default. Of course that depends on having the right USB stick and BIOS settings (you may well have the right BIOS settings already) and the right bootable USB stick is something you can learn to make yourself.

The important lesson here is that Windows is NOT a computer -- it is actually a horrible thing that people DO to a computer, and to themselves.

If you have Windows installed, it is ultimately going to run updates when Microsoft wants it to -- it is ultimately going to install what Microsoft wants. It will talk to Microsoft when they want it to. All kinds of things that put Microsoft more in control of your computer than you are, are right there, on that little silver and/or black box inside your machine. Don't throw that box away though, it can be put to much nicer purposes after it is erased.

Licence: Creative Commons CC0 1.0 (public domain)

Recent Techrights' Posts

Microsoft's XBox Exodus Carries on: Corporate VP of Gaming Ecosystem Organization and Corporate VP of XBox Devices and Ecosystem Both Leave Microsoft
Don't expect what's left of the media to properly report the true scale of the XBox cuts and executive-level departures
Why Chatbots Based on LLMs Cannot Be Improved Even If More Energy (Money) Gets Wasted on Them
nobody can do it well
The Generations of CS Are Coming to 'End of Life'
Nowadays everything that is a computer is somehow called "hey hi"
 
Gartner Group Paid The Register MS. And Now The Register MS is a "Gartner Says" Rag.
Follow the money
IBM Allegedly Used Apptio to Target and Sack (RA) Productive or 'Expensive' Employees, Are Apptio Staff Now Subjected to Layoffs?
Apptio is one of several companies that IBM buys only to sink together with the IBM boat, RMS Watson
Gemini Links 06/05/2026: "Who Knows That You Blog?" and New Official Antenna by Michael Nordmeyer
Links for the day
Links 06/05/2026: Apple Accepts That It Misled People on Slop and Begins Blocking Software/Games Made With Slop
Links for the day
Codecs and Software Patents - Part II - AV1 and HEVC Not Really Safe
We are, in effect, looking at a sort of cartel (like the one which came out of Germany with MP3)
The Corrupt Lecture the Non-Corrupt - Part XIV - Antisemitism Inside the EPO
A sensitive topic for the European Patent Office (EPO)
Gemini Links 06/05/2026: Childhood Memories, Intense People, and Natural Web Exploration
Links for the day
Links 06/05/2026: Narges Mohammadi in Critical Condition and Copyright Infringement Rampant in Reddit
Links for the day
Over at Tux Machines...
GNU/Linux news for the past day
IRC Proceedings: Tuesday, May 05, 2026
IRC logs for Tuesday, May 05, 2026
Ubuntu is Run by "N00bs" (and It Shows)
GNU/Linux users are not a small niche anymore
Gemini Links 05/05/2026: Bad Health, Pomera DM250 On Linux, and Children Using DO
Links for the day
Reading Closely What Microsoft Put in the Report, Expect Many More Layoffs Later This Year
The only thing that they grow rapidly is their debt
IBM is Collapsing, the People Responsible for the Collapse Aren't the Victims
IBM management has plenty of things to distract from right now
Media: Let's Repeat the Lie About Mass Layoffs Being a Win for a Buzzword
This says so much about the state of today's media
Links 05/05/2026: Live Nation Problems, Growing Tensions in the Gulf Again (Energy Crisis)
Links for the day
Gartner Pays The Register MS and the Effect is Visible (IBM Promotion; IBM Also a Sponsor, of Both!)
Follow the money
The Register MS Published Fake Article That Mentioned "AI" Almost a Dozen Times. It Got Paid to Do This.
If you keep seeing the term "AI" quite a lot in the media, be sure to check who pays for it
Links 05/05/2026: Germany, Depression, and Control of Online Discourse in Geminispace
Links for the day
Links 05/05/2026: "Republicans Made Children More Expensive" and "Internet Blackouts" Cripple Economies
Links for the day
Microsoft Lunduke Has a Serious Problem: He's Fronting for Sites That Insist on Exposing Children to Pornography
He's even contradicting himself a lot
What "Age Verification" Laws Are About
We know based on experience (even predating the Web) that kids will find workarounds, so such restrictions are difficult to enforce
Unsustainable 'Tech' (Debt) Giants Rely on US Taxpayers for Bailouts and Subsidies
In the past 6 months Oracle and Amazon alone borrowed over 100 billion dollars
Future-Proofing Techrights
2 days from now this site turns exactly 19.5 (years)
Microsoft is Waning Like IBM
There will be lots of "ex Softies" or "former Microsofters" out there
Chatbots Are Not Replacing Web Search, But They Contaminate Results
People still value pages written and curated by humans; they use search engines to find these
SLAPP Censorship - Part 67 Out of 200: Graveley and Garrett Claims Against My Wife and I Assert 'Distress', But It Was Just a Copy-Pasted Template (Mechanical Crocodile Tears)
Can barristers charge 10,000-15,000 US dollars (about $1,000-1,500 per page!) to do such shoddy, sloppy work?
Over at Tux Machines...
GNU/Linux news for the past day
IRC Proceedings: Monday, May 04, 2026
IRC logs for Monday, May 04, 2026
Links 05/05/2026: Energy Crises, Data Breaches, and Journalists Murdered
Links for the day
The Corrupt Lecture the Non-Corrupt - Part XIII - Health and Safety With Cocaine
That they are trying to approach us (the President's own family) is a sign of weakness
Codecs and Software Patents - Part I - The 2026 Status Quo
It's frustrating to see how little (almost none) media coverage exists for these sorts of matters
Gemini Links 05/05/2026: ASCII Chessboard Without HTML and Ongoing Antenna Migration
Links for the day
Links 04/05/2026: Economics of Slop Discredited, Democrat and Republican Voters Want Cuts to Data Centres
Links for the day
IBM's "FutureNow" is the Rebranding of the Client Innovation Center (CIC), for Lobbying Purposes by IBM While Halving People's Salaries
So says a new comment
Libera.​Chat Openly and Publicly Admits It Has an LLM Slop Problem (Chatbots in Its Channels)
If there's a policy that bans chatbots (not humans), there's even a moral imperative for it
Microsoft: Yes, We Are Losing Windows Users and Yes, We Have Problems With Payroll (So We Lay Off Essential Workers)
From what we can gather, "hey hi" is now the name of everything at Microsoft
Ubuntu.com While Ubuntu.com is Under DDoS Attack and Intermittently Offline Due to Windows Botnets: Don't Use Ubuntu, Use Windows Instead
Unbelievable, as this is their advice when Windows zombies hammer away at their Web site and general infrastructure
Links 04/05/2026: "DNC Covering Up Its 2024 Autopsy" and Rudy Giuliani in Critical Condition
Links for the day
Linux Kernel Tainted by Software Patents That Make Linux Worse and the 'Linux' Foundation is Compiling Bribes to Enable This (Promotion of Monopolies and Tolerance of Software Patenting)
Why you need to reboot when a serious bug is found in Linux? "Licencing"...
ChromeOS and GNU/Linux Exceed 5% in New Zealand
Can we expect New Zealand and Australia to divest from GAFAM?
Links 04/05/2026: Energy Shortages Become More Visible, Germans Reject Military Service, Merz Says US 'Humiliated' Over Iran
Links for the day
KDE's Cornelius Schumacher Explains Why You Should be Slop-Free
Output is not measured by quantity of words
The Real News is Botnets (e.g. Windows With Back Doors), Not Iran
Let's focus on the botnets [...] Microsoft's aim is the opposite of security
SLAPP Censorship - Part 66 Out of 200: Alex Graveley Did Illegal Things, Then Asserted Mentioning Those Illegal Things is Privacy Violation
Alex Graveley "has suffered damage and distress" when the public found out he told women to kill themselves
The Corrupt Lecture the Non-Corrupt - Part XII - Outsourcing Everything to Microsoft, Which is Illegal
Today's EPO isn't about technology or law
Melissa Chan on Why Press Freedom Matters to Everyone, Not Just Journalists
dispelling a myth
Over at Tux Machines...
GNU/Linux news for the past day
IRC Proceedings: Sunday, May 03, 2026
IRC logs for Sunday, May 03, 2026
Gemini Links 04/05/2026: Another Old Web Pillar Gone and Simple Lobsters Mirror for Gemini
Links for the day