in general we see that communication about new or emerging technologies is often too technical or too abstract. This indicates that it is necessary to focus on the totality of a product experience, in relation to the technology used for it. It is also seen that there is commonly a lack of trust in the sources. This indicates that the info provided has to be completely honest, showing mutual respect, and being open. The “they just don’t know, let’s tell them how great it is”, simply doesn’t hold.