Monopolizing new technology is rarely the result of some grand, sinister plan. More often, it quietly emerges from self-interest. People do not set out to dominate a market; they simply recognize an opportunity to position themselves between groundbreaking technology and everyday users. The most effective tactic? Convince people that the technology is far too complex or risky to handle on their own.
It starts subtly. As soon as a new tool gains attention, industry insiders begin highlighting its technical challenges—security risks, integration headaches, operational difficulties. Some of these concerns may be valid, but they also serve a convenient purpose: You need us to make this work for you.
Startups are particularly skilled at this. Many offer what are essentially "skins"—polished interfaces built on top of more complex systems like AI models. Occasionally, these tools improve workflows. More often, they simply act as unnecessary middlemen, offering little more than a sleek dashboard while quietly extracting value. By positioning their products as essential, these startups slide themselves between the technology and the user, profiting from the role they have created.
Technical language only deepens this divide. Buzzwords like API, tokenization, and retrieval-augmented generation (RAG) are tossed around casually. The average user may not understand these terms. The result is predictable: the more confusing the language, the more necessary the “expert.” This kind of jargon-laden gatekeeping turns complexity into a very comfortable business model.
Large organizations play this game just as well. Within corporate structures, IT departments often lean into the story of complexity to justify larger budgets and expanded teams. Every new tool must be assessed for “security vulnerabilities,” “legacy system compatibility,” and “sustainability challenges.” These concerns are not fabricated, but they are often exaggerated—conveniently making the IT department look indispensable.
None of this is to say that all intermediaries are acting in bad faith. New technology can, at times, require expert guidance. But the line between providing help and fostering dependence is razor-thin. One must ask: are these gatekeepers empowering users, or simply reinforcing their own relevance?
History offers no shortage of examples. In the early days of personal computing, jargon like RAM, BIOS, and DOS made computers feel inaccessible. It was not until companies like Apple focused on simplicity that the average person felt confident using technology unaided. And yet, here we are again—with artificial intelligence, blockchain, and other innovations—watching the same pattern unfold.
Ironically, the true allies of the everyday user are not the flashy startups or corporate tech teams, but the very tech giants so often criticized. Sometimes that criticism is justified, other times it is little more than fashionable outrage. Yet these giants, locked in fierce competition for dominance, have every incentive to simplify access. Their business depends on millions of users engaging directly with their products, not through layers of consultants and third-party tools. The more accessible their technology, the more users they attract. These are the unlikely allies of a non-techy person.
For users, the best strategy is simple: do not be intimidated by the flood of technical jargon or the endless parade of “essential” tools. Always ask: Who benefits from me feeling overwhelmed? Whenever possible, go straight to the source—OpenAI, Anthropic, Google. If you truly cannot figure something out, seek help when you need it, not when it is aggressively sold to you.
Technology should empower, not confuse. The real challenge is knowing when complexity is genuine and when it is merely someone else’s business model.
