"But what still seems paradoxical is why Cocoa programmers advocate Objective-C in the first place if such a technology was originally created to discipline and their work? There are some possible explanations. First, although object oriented programming disciplines a programmer, such discipline is seen as beneficial to the programmer to avoid bad habits, ultimately freeing the programmer from tedious debugging and allowing for more creative, artistic work to take place. Second, our examination of Alan Kay’s motivations in creating Smalltalk suggests an ideological component to advocacy of object-orientation. Kay’s project was part of a larger “personal computing” movement associated with the 1960’s counterculture and with Doug Engelbart’s human augmentation project. Through Stewart Brand’s Whole Earth Catalog, a countercultural re-appropriation of cybernetics and small-scale digital calculators as tools not for military-industrial-bureaucratic control but for personal liberation and transcendence through information mastery lived on in the personal computing movement, replacing LSD with PCs as mind expanding tools. Two key features of the Smalltalk system, the graphical user interface and object-oriented programming, both were intended to bring computing power to the masses. Seen in this light, advocacy of dynamic object-oriented programming, and Cocoa in particular, is an ideological project of conversion."