14 Principles of Polite Apps. All based on an interesting premise: "To our human minds, computers behave less like rocks and trees than they do like humans, so we unconsciously treat them like people, even when we '... believe it is not reasonable to do so.' In other words, humans have special instincts that tell them how to behave around other sentient beings, and as soon as any object exhibits sufficient cognitive friction, those instincts kick in and we react as though we were interacting with another sentient human being. This reaction is unconscious and unavoidable".