A firm, then, is not a bundle of assets belonging to owners, but a bundle of dynamic, smart contracts between people. The goal is to help individuals into relationships that balance complementarity, the growth of (human) capital and symmetric claims to long-term financial returns. The industrial worker was compensated with a salary. The post-industrial worker wants equity.
Research shows that people prefer computers who are friendly and similar to them. When participants in a study were asked to complete a set of tasks, they preferred the friendly computer over the other. When computers praised the participants, even in an unwarranted and almost random way, they didn’t just feel better about themselves, they also felt better about the computer they were using .