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Experience with Technology provides some missing DNA to the world of HCI. I am impressed with how Dr. al-Azzawi brings in literatures that are often neglected by mainline user researchers, e.g. social theory, categorization, and brand. He does so in a thoughtful and compelling manner. The scholarship is thorough and top-notch, especially in the synthesis of it all in his ICE model. This book straddles the line that is often hard to manage; it serves as a solid foundation for academic coursework as well as an impetus for practical application of theory. In it all, his writing is lucid and pithy; there is not a wasted word. I strongly recommend this to HCI practitioners who believe there is nothing new in the field. There is, and it is within the pages of this book.