"From the perspective of system developers, a utilitarian morality governs technology use. The good user is one who adopts the systems we design and uses them as we envisioned (Redmiles et al., 2005). Similarly, the bad or problematic user is the one who does not embrace the system or device. This creates a moral problem, a stain to be eradicated." https://www.ics.uci.edu/~djp3/classes/2012_01_INF134/papers/nonuse-ozchi.pdf