"My children - in many dimensions they're as poorly behaved as many other children, but at least on this dimension I've got my kids brainwashed: You don't use Google, and you don't use an iPod"

Steve Ballmer’s words about his children reflect both a personal and competitive stance regarding technology and brand loyalty. As the former CEO of Microsoft, Ballmer’s opposition to products from rival companies, namely Google and Apple, is a direct expression of his professional allegiance, but his statement operates on several levels.

By referencing his children’s behavior “in many dimensions,” Ballmer acknowledges that they are similar to others in typical aspects of childhood, implying imperfection and a universality of certain traits like mischief or disobedience. However, he draws a sharp distinction when technology is involved: in the specific “dimension” of choosing technology products, his children have been set apart, not through natural inclination but through deliberate parental intervention. The phrase “I’ve got my kids brainwashed” is used self-mockingly but reveals an intentional shaping of their preferences and choices, suggesting a form of domestic brand alignment.

This perspective offers insight into the profound influence of parental values on children’s consumer habits, especially in families with strong professional ties to particular companies or industries. Ballmer’s pride in his children avoiding Google and iPod, both iconic products from companies in direct competition with Microsoft, shows his desire for loyalty not just from employees or consumers, but from his family. Using the term “brainwashed” juxtaposes tongue-in-cheek humor with a hint of seriousness about how profoundly family culture, even ideology, can infiltrate everyday choices.

Furthermore, Ballmer’s comment reflects the intense brand competition and tribalism that can exist in the technology sector. Competitors like Apple and Google are not just business rivals; they represent different cultures and philosophies about technology’s role in society. By passing on these preferences, or aversions, to his children, Ballmer reinforces the narrative that technology consumption is not just practical, but ideological, and intimately tied to personal identity and group affiliation.