Douglas Rushkoff

Rushkoff is known for his documentary the Merchants of Cool. And for the concept of "If it is free, you are the product". Examining the ideas of work and play, and playground as factory.

He is also known for his book "Program or Be Programmed". "I'm not asking you to know how your computer works and how to change the power supply or solder," he said. "I'm asking that you understand the language, the interface, the software that the computer is using. You don't want your kids to be James Joyce, you just want them to learn how to write. If you are not prepared to program then you are being programmed."