Virtual, cyber and net surfing are three words saturating prose in publications.
The computer age, the knowledge age, the digital age - among other over-used monikers - are here and, unfortunately for the non-technical schmoe, they are all here to stay.
There are people sympathetic to the plight of those still trying to grasp the concept of a mouse that does not look like Mickey.
The Human Interface Technology Centre (HITC), an Atlanta-based department of computer company NCR, is working to adapt computers to people.
David Rubini, manager of interactive user-centred design services, said the field of cognitive engineers - those with psychology and computer science backgrounds - was growing as the need to reconcile computers with people became a business and marketing problem.
HITC uses focus groups to help discover how to simplify technology. Mr Rubini described the first attempt to design an idiot-proof computer which could be installed without a manual.