Where engineering in the 1880s organized itself around lines suggested by the physical sciences, the new technologists are organizing in new ways, along lines suggested by the cognitive, aesthetic and social sciences and arts: computer science, psychology, social psychology, user-experience and design.

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Steve Jobs is a master perception manager in a way no PR team could ever dream up (no salary as CEO of Apple, working at the intersection of liberal arts and technology, aesthetic appearance, his attitudes and perception management skills have seen the iPhone through its initial launch problems and its 2010 iPhone 4 receiver problem).

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Our modern distinction between technical and aesthetic runs parallel to a familiar educational division between the arts and the sciences.

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