“Decisions that feel too small to matter” talks about sites which choose to sound like a friend. One example: how sites display time lapsed. “You don’t measure time — you feel it. This engineer understood that you’re a human being. He decided that communicating elapsed time should sound like telling you the time over coffee, ‘When did Michael update his status?’ It’s small. You probably didn’t even see it. It’s not precise, but tells you exactly what you need to know. Moreover, it sounds like someone rather than something is saying it. It sounds authentic.” [via KS]