I noticed that with version 10, Windows had started referring to itself as “we,” as in “Hi. We’ve updated your PC.”
This presumably is meant to condition us to think of our computers not as ours, but as the front end to a cloud where a team is working tirelessly to fix problems and craft the best possible user experience for us. A place where we don’t own our copy of the OS; we rent access to it.
Windows should just refer to itself as “Windows.” “Windows needs to reboot.” “Windows needs to display endless pop-up messages informing you that your copy of Office is not the newest version.”*
Anthropluralizing the interface feels a little creepy–Windows by its nature needs to see everything I do on my computer, but it feels strange when some ambiguous “we” is watching me. Best to stay out of the uncanny valley in any case. Maybe more importantly I enjoy the fiction that my computer is mine and does what I tell it to do, not what the OS maker tells it to do.
*Yes, I’m aware that this pop-up is from an Office Update app (now uninstalled) and not from Windows. However, “we” installed the app without asking “me,” further eroding the fiction that I’m in charge of my own machine.