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

ICYMI: GNU/Linux Did Not Start in Finland
If we're honest/true to ourselves, we need to recognise history for what it is, not what some corporations (like GAFAM) want it to be
Codecs and Software Patents - Part VII - Entering Phase II, the Battle Against Companies That Normalise Taxed (by Patents on Mathematics) Codecs
In the next few part we'll deal with the impact on Free software, including the GNU Project
 
IBM's Kyndryl in Trouble: Mass Layoffs, Payroll Problems, Buybacks (in Company Whose Debt is Almost Twice Its Total Value), and Soon $9 Per Share (Down Over 80%)
Kyndryl is done. Stick a fork in it.
IBM is Googlebombing the Media With Fake Numbers to Promote Fake Technology
a classic example of why much of today's media cannot be trusted (anymore)
Up to 10,000 Microsoft Layoffs in a Couple of Months
Many ways to skin a cat
Truth Hurts. People Hurt by Truth Aren't Entitled to Compensation.
Family members aren't exempt
SLAPP Censorship - Part 77 Out of 200: They Never Knew How to Handle Women (Except to Attack Them)
The case against us was really quite simple
Update on Sirius Open Source in 2026 (When Your Former Employer Commits Crimes and Nobody is Held Accountable)
I did not envision myself spending several years (even 4 years after leaving that company) challenging the system for tolerating and even covering up corruption
The Corrupt Lecture the Non-Corrupt - Part XXIII - Cocaine Use at the EPO's Top-Level Management "Adds Up" and Worsens Things "Over Time"
"cocaine use knocks the IQ down permanently a tiny bit with each use. Over time that adds up."
Gemini Links 15/05/2026: Slop Fatigue and Banning LLM Use
Links for the day
Over at Tux Machines...
GNU/Linux news for the past day
IRC Proceedings: Thursday, May 14, 2026
IRC logs for Thursday, May 14, 2026
Links 14/05/2026: Health Science, Cheeto Meets Pooh, and Facebook Staff Loathing the CEO
Links for the day
Gemini Links 14/05/2026: Early Morning Practice and Number to Roman Numeral Converter
Links for the day
FSF Advertises the Father of Software Freedom Giving a Talk in Germany (a Digital Sovereignty Interest Hub, Sponsor of Free Software)
Free Software vs malware and the need for reverse engineering
Cybershow (UK) Shaping Up to be a Neat and Very Large Gemini Capsule
If only more platforms did the same, plenty of energy would be spared, "old" machines would be totally suitable (even with 20 tabs open), as we'd focus on substance, not bells and whistles
SLAPP Censorship - Part 76 Out of 200: The Problem With the United Kingdom Allowing Americans to File Lawsuits by Proxy (Relayed by "Hired Guns")
Solicitors in UK warned not to act as ‘hired guns’ to silence critics of super-rich
When Microsoft's LinkedIn Goes Offline All Your Fake Friends/Connections and Manufactured 'Status' Will be Gone
Many people quit social control media because they recognise it for what it truly is
Major Setback for IBM in the Courtroom, the Demolition of IBM is Proving Costly
Kyndryl is a sign of how IBM ("mother ship") is run and where IBM is heading
Links 14/05/2026: Willful Ignorance and Mass Layoffs at Microsoft
Links for the day
Gemini Links 14/05/2026: Rewatching V for Vendetta, JPEG XL, and Platform Migrations
Links for the day
The Corrupt Lecture the Non-Corrupt - Part XXII - What the Science Says About Cocaine in the Workplace (EPO President, Mr. Campinos, Please Take Note)
What the science says
European Patent Office (EPO) President, Mr. Campinos, Ignoring Its Staff While Protecting His Friends
the President is covering up cocaine use while ignoring his own workers
Slop Cannot Replace Everybody (the Story of Perl and Universities)
Quantity where abundance exists is without merit; quality is what people opt for as they have limited time and patience
Over at Tux Machines...
GNU/Linux news for the past day
IRC Proceedings: Wednesday, May 13, 2026
IRC logs for Wednesday, May 13, 2026
Links 13/05/2026: Sudan War Enters Fourth Year and Strait of Hormuz Leaves Safe Passage a Gamble
Links for the day
Gemini Links 13/05/2026: Useless Protests and Foofaraw on Geminispace
Links for the day
Mainstream Media: Microsoft Says No Layoffs. Microsoft: OK, There Are Layoffs.
Where is Waggener Edstrom/Frank Shaw now?
IBM's Kyndryl Down Almost 20% in 5 Days, IBM Down 35% in About 6 Months, Further 'Staff Reductions' at Red Hat (Problems Paying Salaries!)
Will this year's festivities be Krishna's last?
More Mass Layoffs at Microsoft, Only Weeks After the "Buyout" Nonsense (Glorified Severance to Highest-Paid American Staff)
Next up it is LinkedIn
IBM is in a Freefall, When Will IBM's CEO Fall on His Sword?
Since he controls the Board, is anyone in a position to fire him?
At GitLab, "AI" is "All India"
It says "as much as 30%," but they also hire and it's clear what demography is targeted
Verified Accounts of Microsoft Offering 'Retirement' (Layoffs) to People in Their 40s, Over Two Decades Earlier Than Retirement Age
It's not even about performance, it's about age (or "cost" as well as location; they cheapen the labour)
Links 13/05/2026: Slop Turns Into 2008-Style Subprime Bubble, Mass Layoffs at Starbucks
Links for the day
They Don't Like the Layoffs, So They Are Rebranding Them
Layoffs are layoffs
IBM Downgraded as the Shares Sink to New Lows
The current strategy of IBM is financial engineering, wage reductions, and mass layoffs that the corporate media refuses to even write about
Over at Tux Machines...
GNU/Linux news for the past day
IRC Proceedings: Tuesday, May 12, 2026
IRC logs for Tuesday, May 12, 2026
Gemini Links 13/05/2026: TUIs and Internet Radio
Links for the day
How the European Patent Office Became a Crime and Corruption Hub, One of Europe's Biggest
incomplete outline