Erroneously attributing propositional attitudes (desires, beliefs...) to computational artefacts has become internationally commonplace in the public arena, especially amongst the new generation of non-initiated users. Technology for rendering machines “user-friendly” is often inspired by interpersonal human communication. This calls forth designers to conceptualise a major component of human intelligence: the sense ofcommunicability, and its logical consequences. The inherentincommunicability of machines subsequently causes a shift in design strategy. Though cataloguing components of bouts between person and machine with Speech Act Theory has (...) been popular, I will endeavour to present thesine qua non for their insertion into a larger unit of discourse — their societal embodiment. I shall argue that the so-called “intelligence” of the artificial should to be seenas a purposeful act that is socially generated, because it comes of Man,for Man. Designership will provide the forum for evolving user requirements and interface renewal. (shrink)