Steve Jobs has always had a bit of Buzz Lightyear in him: comically self-confident, ingenuously overbearing and over endowed with charisma.

Spurred by the unlimited texting plans offered by carriers like AT&T Mobility and Verizon Wireless, American teenagers sent and received an average of 2,272 text messages per month in the fourth quarter of 2008, according to the Nielsen Company - almost 80 messages a day, more than double the average of a year earlier.

Tim Berners-Lee, the 44-year-old English physicist who created the World Wide Web, is precisely the kind of hero that a relatively simple invention with profound social and economic consequences should lay claim to. He is not just creative but democratic, diplomatic, polite and generous with credit and praise.

Like the protagonist of her 2006 novel, 'Love and Other Impossible Pursuits,' Ayelet Waldman is a Jewish redhead who attended Harvard Law School and is madly in love with her husband. But the obvious similarities end there.

Unlike most divorced parents, whose interactions are confined to the topic of the kids, people still sharing a house have to talk about clogged sinks and moth infestations.

No longer do companies study consumers' psyches only by asking people what they think about technology and how they use it. Now they conduct observational research, dispatching anthropologists to employ their ethnographic skills by interviewing, watching and videotaping consumers in their natural habitats.