Yet even as we gladly cede more and more control of our tools, a growing chorus is calling attention to the costs. In his book Who Owns the Future?, computer scientist and virtual reality pioneer Jaron Lanier uses the analogy of the Sirens from Homer's Odyssey. The creatures would lull sailors into complacency with their beautiful songs, only to have their boats wreck on the rocks. Lured by the convenience of the Internet, search engines, and all that they promise, most consumers are, in Lanier's estimation, similar to those doomed sailors: a little too ready to give "the sirens control of the interaction." Kimberly Nasief, president and co-founder of Measure Consumer Perspectives, a consumer monitoring and customer service consultancy based in Louisville, Kentucky, wrote about how Apple's ease-of-use might be making her a dumber user. She tried out an Android tablet, and the greater complexity of the operating system actually forced her to learn more: "It made me develop some critical thinking on how the system I was using worked. With Apple, I don't have to do that. It does it for me. And that just might be dangerous. Dangerous in that if I no longer am learning, or if it's done for me, then I might just get technologically left behind," she wrote.