..They are not that good at it.
This remarks gets to the substance of one thing at least — technology companies are technology companies. They are burdened by an inability to think about people who are no longer concerned with feature lists and scales of things that continually go up and to the right, like the endless chase for more better and bigger or smaller.
I get Russell’s metaphor here, but maybe it goes the other way — technology companies are like mosquitoes nipping at us, causing us to itch, which feels satisfying at first but gradually becomes not such a good idea. The momentary glee of imagining a better little corner of experience that has been fictionally cast in the form of an advertisement about a new glowing thing but that lacks the integrity and honesty that most advertising lacks in that it’s just the vision of some marketing wonk who has no connection to the principles and logics that are embedded in the design and engineering work. Advertising is probably the worst kind of SciFi in this regard. No integrity. No expectations that what is being presented has any relationship to possibility. Maybe SciFi as it was has switched places with advertising: Warren Ellis says SciFi does extrapolation. Advertising-as-SciFi does..what? Dishonest predicting? When it isn’t connected to the principles of the thing, when it’s just that marketing guy who dreams up a selling point, then it is certainly lacking in honesty, whatever the sincerity of that marketing guy’s dream of what he’d like.