The author thinks we shouldn't be thinking brand liking or brand love, but be defining "high-tech lust." Lust can be defined as: "an overwhelming desire or craving." When we couple it with technology it is an overwhelming desire or craving to be "with" our device, all the time. She has seen first-hand and on numerous occasions, people become strongly agitated or extremely fidgety, emotionally fall apart, and constantly crave to be reunited with their high-tech device when they have left it behind or it is misplaced. She cannot describe it in any other way than there every thought is obsessed by its absence. Desires and cravings if not tempered can work to have negative consequences. The folly is in that we are willingly beckoning in these times without thinking about the social implications for us and for future generations. Rather than lusting for our high-tech gadgetry we should be lusting for life - there is a difference. When high-tech lust turns ugly it becomes high-tech disdain. We can develop a dislike, and even disgust for technological apparatus. We may even seek in-part or total separation away from it. It becomes the opposite of brand love; it becomes brand hate. Some parents regret the day they handed their child an Internet-enabled computer, registered an e-mail address or bought a smartphone for them. But we should never be surprised at the usage patterns of the younger generation. They are only mimicking our behaviors and at even greater speeds.