[pointernil]

I'm not sure if there's really a difference in the English language but I'm inclined to say

regulating rather than controlling

to move this even more away from the current technical main-stream (mis)understanding ;) ... this is as well a more realistic, natural and humane way to think about it, i think.

On an different note, it looks like there is still a huge mental wall built up between "the rational" and "the emotional" which actually is just a mental one or cultural and and bears less and less factual indications the more we learn about our mental inner workings.

I think we need to tackle that wall from both sides: techies need to accept and deal with "the emotional", which would change the way they work and their products

and

on the other side "the rational" needs to lose its tag of being simply cold, inhumane and not appropriate in certain domains. The most "social" areas of our society need a certain level of "the rational".

Looking forward to the generation capable to spark a "social silicon valley" ;) ...