This looks really good. Haven't read in full yet, but I was hoping to see him credit Ben Evans's "Office, messaging and verbs" (2015): "In effect, every person on that floor is a cell in a spreadsheet. The floor is a worksheet and the building is an Excel file, with thousands of cells each containing a single person."

https://www.ben-evans.com/benedictevans/2015/5/21/office-mes...