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

IBM Misleads and Gaslights Investors With Slop Sold as "AI" (the Business is Waning, Mass Layoffs Continue)
People who do this are dishonest. They should not be put in charge.
Submit Your Suggestions for EU's Embrace of Software Freedom by Tomorrow
Time to leave GAFAM (US) hegemony behind
Slopless Weekend
This is not sustainable
 
Americans Move to GNU/Linux
some of the biggest American populations
I Still Like Drawing and Various Other Arts (They Help My Activism and Journalism), Slop is an Enemy of Creative People
Recognise that slop isn't intelligence; it's a generational excuse for plagiarism and privatisation of not only the Commons but also proprietary knowledge (without authorisation)
Carmen-Lisandrette Maris (Mission:Libre) Explains to Adolescents and Young Adults How Free Software Improves Privacy
Based on what we've seen and read, Mission:Libre has a solid grasp of Software Freedom
Chatbots Didn't Do Any Good for Microsoft
Google "AI" = search + copypasta
Links 02/02/2026: Cultural Cleansing by China and 'Living Behind Firewalls" in Iran
Links for the day
GNU/Linux Measured at More Than 4% in Russia
growing adoption of GNU/Linux in Russia
Gemini Links 02/02/2026: Stages of Age, Workflows, and Counting Capsules
Links for the day
Oracle's Debt Rose Over 20 Billion Dollars in Just 3 Months
Is "hey hi" becoming a synonym for debt?
Oligarchs' 'Speech Zones' Are Not the "Public Square"
The apologists of social control media, including press that got "addicted" to such fake "media", are helping dictators and oligarchs grab the public attention away from the real press
Links 02/02/2026: 'Melania' a Horror Movie "Will They Inherit Our Blogs?"
Links for the day
Doing More Detailed Series (Long-Form Works)
Long readings or book-like reading binges are only possible when parts are suitably labeled (name and numbers) if not interlinked
Mobbing at the European Patent Office (EPO) - Part II - Racism, Cocaine Use and White-Collar Corruption
When you hire people illegally, to work for cocaine users and keep quite about the cocaine use, what will be the impact on the reputation of an institution?
A Can of WORMS - Part II - Darkening the Name of RMS, Associating It With Crime
Beware projection tactics
Over at Tux Machines...
GNU/Linux news for the past day
IRC Proceedings: Sunday, February 01, 2026
IRC logs for Sunday, February 01, 2026
Gemini Links 01/02/2026: Fossil Heating Installations and Some FOSDEM Coverage
Links for the day
The State of Memory Leaks in GNU/Linux
The issue won't be solved by adding more memory
Links 01/02/2026: Nvidia's Jensen Talks Down Microsoft 'Open' 'Hey Hi' and Britain's Starmer Makes Friends With China, Japan
Links for the day
Why Microsoft Accenture Has So Many Layoffs in Recent Years
The debt of Accenture doubled a year ago
Links 01/02/2026: Public TV Gutted by Cheeto, Billionaires Fund a Cheeto Propaganda Movie in 'Documentary' Clothing
Links for the day
The New Site ("New Techrights", SSG Since 2023) Exceeds the Old Site in Requests
The "New Techrights" gets about twice as many requests as the "old" (WordPress) "Techrights", the site of 2006-2023
20 Years Ago
Some time soon all this slop frenzy will become like yesterday's "blockchain" or "metaverse"
Gemini Links 01/02/2026: Zdzisław Beksiński and Disconnected Git Workflow
Links for the day
Talks About Nadella's Microsoft Exit After Chatter About Tim Crook Leaving Apple (Years Ahead of Retirement Age)
Mass layoffs and record debt do not represent a company's health.
We Still Cover the Same Problems We Spoke of 20 Years Ago
We're not easily seduced by "novelty" (new things), we try to judge them critically
Patents Standing in the Way
They also cause environmental harm
Over at Tux Machines...
GNU/Linux news for the past day
IRC Proceedings: Saturday, January 31, 2026
IRC logs for Saturday, January 31, 2026
IBM, a Microsoft Company
Microsoft and IBM as a pair go a long way back
A Lot Less GAFAM in Scandinavia
Are they reacting to geopolitics and risks from the US?
IBM Kills Companies It Bought (Neudesic Seems Like Latest Casualty)
Why isn't even a single publisher investigating those things?
Fake "Linux" Articles
Just because some platform has "Linux" in the domain name and/or site name does not imply that it is a news/Linux site
Gemini Links 31/01/2026: "Proof Without Content" and "Technology Connections"
Links for the day
Links 31/01/2026: Microsoft "OpenAI Representatives Are Going to Critics’ Houses With Threats and Demands", Its Proprietary Chaffbot Faces More Lawsuits
Links for the day
Links 31/01/2026: "Introducing Encrypt It Already" and "Huge Cache of Epstein"
Links for the day
A Can of WORMS - Part I - Trying to Throw RMS Under the Bus at MIT and Everywhere Else
This series won't give air to online 'trolls'
Mobbing at the European Patent Office (EPO) - Part I - An Introduction
When the series ends, some time around the second or third EPO strike of this year, we'll contact the relevant authorities and plead for intervention
The Solicitors Regulation Authority (SRA) Delusion - Part I - Who Regulates This Regulator? (Only Itself!)
We won't self-censor or prematurely terminate this series
Norway Almost Trusts Russia More Than the Bill Gates (Sleeping With Young Russian Girls) Company, Microsoft
Microsoft represents crime
Riddle Us This... (Jim Zemlin and Bill Gates)
Do these people even understand the literal meaning of "safe space"?
Is "Nobel Prize for Peace" a Sick Person's 'Code Word' for Gangbanging Now? Ask Bill Gates.
Watch all the Gates apologists getting all silenced/silent
BBC Gaslights Women Sexually Exploited (Many Under Legal Age) for Its Rich Sponsor, Bill Epsteingate (Gates)
Is this a national broadcaster or a propaganda tool "For Rent"?
Microsoft 'Open' 'AI' Reportedly About to Become Bankrupt, Seeking Emergency Cash Infusion (Loans)
the money promised to Microsoft 'Open' 'AI' failed to arrive
Gemini Links 31/01/2026: Deep Ice and Slide Rules
Links for the day
Writing About Abuse
Never ever allow misogynists to get their way if you strive to live in a decent society
MIT DEDP MicroMasters online learner's blog post about cover-up linked to resignation of Swiss financial regulator
Reprinted with permission from Daniel Pocock
Salary Erosion Procedure (SAP) as the Primary Reason for EPO Strikes
They focus on financials, as the corruption aspects are un-sayable or unspeakable, except in private
IBM Bluewashing: Feels Like IBM is Scuttling Neudesic (and Some of Red Hat)
We recently saw some Red Hat staff joining a Microsoft proxy
Over at Tux Machines...
GNU/Linux news for the past day
IRC Proceedings: Friday, January 30, 2026
IRC logs for Friday, January 30, 2026
Microsoft Stock Collapsing Due to the Slop Bubble and Microsoft is Hiding Budget 'Black Holes'
Microsoft does not perform like it tells "the media" and "the market"