Man and Machines Commentator Douglas Rushkoff says we need to consider a new way to view the relaionship between human beings and their machines. Most companies, he argues, ignore the way people actually use technology. How else can you explain what's taking place on cell phones or the web. Wireless companies are attempting to shrink the web onto tiny cell phone screens...streaming media companies is trying to make the computer a TV or movie screen. Rushkoff says technology makers need to brings technology to the human being and not the other way around.