Branding is the wanting to own things even after they've been sold.
Software vendors are only the most obvious example of this. "You only buy a license," they say, "but we own the code. You don't get to change even the least bit of how it behaves on your computer, not even to remove that grotesque splash screen we flash all over your monitor. You don't own it. We do."
Less obvious are the brandings we're used to because they're so ubiquitous. The network bugs in the corner of our TV screens, identifying the satellite feed as belonging to someone who isn't the TV's owner. Though can one be said to 'own' a thing whose access plates are plastered over with dire warnings: "Do not open. No user-servicable parts inside. WARNING: Unauthorized tampering will result in the warranty's being voided!"?
My advice: tamper. Often. Chisel off the nameplates. Scrape off the stickers. Dig into the code and replace ugly splash screens with photos of flowers, pictures of your dog, postcards from Nunavut, anything you like.
It's your stuff, after all, no matter what the labels say. It's in your home, in your hands, it's yours. Don't let the labels tell you any different.
