A Small Jolt of Surprise
I was genuinely surprised when I read Scottie’s recent post and discovered that electronic shelf labels are viewed with a degree of caution in the United States. Here in Aotearoa, they feel so ordinary that I barely notice them — part of the quiet background hum of supermarket life. Or at least, that’s what I assumed. It wasn’t until I went looking for confirmation that I realised my certainty was built almost entirely on my own patch of the country, where ESLs are everywhere. Step outside the lower North Island and the picture becomes more uneven. It was a small but useful reminder that even the most mundane beliefs — like how common a price label is — are shaped less by the world itself and more by the cultural lens we happen to be looking through.
That small jolt of self‑correction made Scottie’s point land with unexpected force. If I could so easily mistake my local experience for a national one, how much more might entire cultures do the same? And that, in turn, made me look again at the American reaction he described. What struck me wasn’t just that US shoppers view electronic shelf labels with suspicion, but that their suspicion made perfect sense within their cultural frame. The same technology that feels mundane, even reassuring, in my corner of Aotearoa can look like a tool for surveillance or price manipulation when filtered through a different history of banking, retail, and trust. The labels haven’t changed — only the lenses through which they’re read.
Two Countries, Two Lenses
What really struck me, once I started looking more closely, was how differently the two countries arrived at their present relationship with retail technology. In New Zealand, trust in digital infrastructure has been quietly accumulating for decades. We were early adopters of electronic transactions — known locally as EFTPOS, or Electronic Funds Transfer at Point of Sale — and early adopters of nationwide ATM networks and a centralised clearing system that made electronic banking feel safe, predictable, and almost invisible. Even today, it’s perfectly normal to give your bank account number to a business, a friend, or the neighbour who owes you for firewood — a gesture that astonishes many visitors.
Our whole payments ecosystem grew up inside a framework of cooperation and interoperability, so electronic transactions came to feel like an extension of everyday life rather than a leap into the unknown. In the United States, the story unfolded very differently. Their banking system is fragmented, their retail environment more adversarial, and their history with digital payments far more uneven. It’s hardly surprising, then, that a technology which reads as “convenience” in New Zealand can read as “surveillance” in America. The difference isn’t in the technology itself, but in the cultural soil it lands in.
The contrast becomes even sharper when you look at how these different histories of trust and mistrust play out in something as ordinary as supermarket technology. In New Zealand, electronic shelf labels tend to be read as a small but welcome improvement — tidy, accurate, consistent, and refreshingly free of the little pricing ambiguities that paper tags sometimes encouraged. They sit comfortably within a wider pattern of digital systems that have generally behaved themselves.
But in the United States, the same labels carry a very different emotional weight. There, a long history of fragmented banking, opaque fees, and corporate experimentation with things like dynamic pricing has primed shoppers to see any instantly changeable price as a potential threat. Add in loyalty programmes that track purchasing behaviour in far more detail than most New Zealanders would tolerate, and it’s easy to understand why an ESL might look less like a convenience and more like a tool for surveillance pricing. Even self‑checkout — which Americans adopted earlier than we did — is interpreted through this lens: a sign of cost‑cutting, automation, and the steady erosion of human service. The technology is the same on both sides of the Pacific, but the stories wrapped around it are not.
The Lens We Don’t See
What all of this brings into focus is something much larger than supermarket technology. The way New Zealanders and Americans read the same devices isn’t really about labels, scanners, or checkout lanes at all — it’s about the deeper stories each culture carries about trust, institutions, and the likelihood of being treated fairly. We don’t approach new technologies as blank slates. We approach them with a lifetime of accumulated expectations: what banks have done in the past, how retailers behave during crises, whether regulators step in when things go wrong, whether systems generally work as promised. Those expectations become the lens through which we interpret whatever sits in front of us.
And once you start noticing that lens, you see it everywhere. It shapes how people read scripture, how they interpret silence in a Quaker meeting, how they understand words like “Christianity” or “truth”, and how they react to ideas that challenge familiar patterns. It shapes memes that refuse to evolve, definitions that harden into dogma, and assumptions that feel like facts simply because they’ve never been questioned. The supermarket aisle turns out to be just another place where the same old human habit plays out: we don’t see the world as it is — we see it as our culture has taught us to expect it to be.
I’m conscious, too, that my own relationship with digital payments colours how I interpret all of this. I’ve been effectively cashless since the early 1990s, ever since the local savings bank in Whanganui handed me one of the country’s first EFTPOS cards. For more than three decades, tapping a card has been as ordinary to me as turning on a light switch. Even at the Friday farmers’ market, where the stalls sit under canvas and the produce still smells of soil, electronic payments feel entirely natural. On the rare occasion a retailer doesn’t offer them, I simply go elsewhere. That long familiarity has shaped my expectations in ways I barely notice.
My sense of what counts as “normal” has also been shaped by the contrast with Japan, where my wife’s family lives and where I’ve spent a fair amount of time. When I last visited in 2017, it was still very much a cash‑based society. It wasn’t unusual to see someone stop at an ATM, withdraw a tidy stack of notes, do their shopping, and then deposit whatever remained on the way home. Even large retailers expected cash. Electronic payments existed, of course, but they sat at the edges of daily life rather than at its centre. For someone who hadn’t carried cash in New Zealand for more than two decades, it felt like stepping sideways into a parallel universe — one that was modern in every respect except the one I took most for granted.
My earliest lesson in how differently cultures handle money came long before electronic payments existed. When I married my wife in 1971, my wages were paid directly into my bank account — a perfectly ordinary arrangement in New Zealand even then. But for her, raised in rural Japan, it was quietly unsettling. At that time, it was normal — even expected — for a husband to bring home his unopened pay packet in cash and hand it straight to his wife, who managed the household finances. The husband would then receive a modest allowance for his own use. Despite the Western stereotype that Japanese men control everything, it was the wife who held the purse‑strings, and everyone understood this as the natural order of things.
Our workaround was simple and elegant: my wages were paid into her bank account, and an automatic payment transferred my pocket money. Happiness all round. But the memory stays with me because it shows how deeply financial habits are woven into cultural expectations. What felt entirely ordinary to me felt entirely foreign to her — not because either of us was wrong, but because we had grown up inside different systems of trust, responsibility, and social rhythm.
The same pattern shows up in my relationship with technology more broadly. I find AI genuinely helpful because it gives me a way to express ideas that bridge the autistic–non‑autistic communication gap — a kind of conversational scaffolding that lets me share concepts with far less friction. But I’m well aware that others see the same technology through a very different lens: as a threat to intellectual property, a generator of “AI slop”, or a sign that creativity is being hollowed out. The tool hasn’t changed; only the stories wrapped around it have.
Closing Reflection
Which brings me back to where this whole reflection began. The technology in front of us — an electronic shelf label, a bank card, a self‑checkout terminal, or even an AI assistant — is never just a piece of hardware. It’s a mirror that reflects the assumptions we carry, the histories we’ve inherited, and the quiet expectations we rarely notice until they’re challenged. Scottie’s post reminded me that even something as mundane as a supermarket price tag can reveal how differently people see the world, not because the world itself has changed, but because the lenses we look through are shaped by the cultures that raised us. And perhaps that’s the most useful reminder of all: we don’t see the world as it is — we see it as our culture has taught us to expect it to be.