In various areas of our lives and spheres of our society, choice and freedom lead to diverse identities and communities. In the contexts of technology and brand identity, the choices we make can lead to very strong sentiments of allegiance and potential hostility towards those with different persuasions. History shows us various conflicts along these lines in the realms of religion, politics and geographic difference, but what about modern technological allegiances? This week, we welcome Jack Zellweger to discuss the phenomenon of “technological judgment”. How and why do we criticize those who use different software and hardware than us? In what ways to we internalize these arguments as statements on relative progress or stagnation? How might we better capitalize on these distinct communities to better appreciate different approaches to technology?