We argue that artifacts support human behavior by providing adaptations, but these adaptations can expand or restrict human actions.
Those adaptations are also framed under the guise of fulfilling the prime objective of fulfilling the business needs, i.e to compete for market share, increase profit margins or simply, "Will this make "them" give "us" more money?. This objective is constrained to view humans in the identity of consumer. It is through this identity we derive the canvas of needs which our bosses and their bosses let us create adaptations.
Many designers are limited to designing a set of adaptations in their artifacts by what markets signals as profitable. Those who are fortunate enough to work in non-profits or worker coops may have more freedom to resist the unethical demands of the market forces.
