IN 2006, at an industry conference, then-Google-CEO Eric Schmidt introduced a now ubiquitous term: “the cloud.” Here was a grand technological shift, Schmidt explained, that would let information exist simultaneously nowhere and everywhere. Naming it “the cloud” made the change sound almost natural. Your information is not in a massive bank of servers in Nevada; it is, as he put it, “in a ‘cloud’ somewhere.” Data as a nimbus floating above.
The cloud is just one of many linguistic elisions between the artificial and natural worlds. These appropriations span the gamut: Firefox, OpenSea, OnStar, Airbnb, Apple (Yosemite, Monterey, Big Sur), internet surfing, neural networks, mouses, viruses. Sue Thomas—a writer and scholar of digital culture—argues that bringing nature into the lexicon lets technologists position their domain as “a real and integrated…