At first blush, this sounds absurd. Everyone knows that it's "just a computer," and of course computers don't have feelings. And yet. Nass has a slew of amusing stories—and, crucially, studies based on those stories—indicating that, no matter what "everyone knows," people act as if the computer secretly cares. For example: In one study, users reviewed a software package, either on the same computer they'd used it on, or on a different computer. Consistently, participants gave the software better ratings when they reviewed in on the same computer—as if they didn't want the computer to feel bad. What's more, Nass notes, "every one of the participants insisted that she or he would never bother being polite to a computer" (7).