Martin Heidegger and Marshall Mcluhan already described people's tendency to extend their identities in the animate objects when interacting with them. When for instance, driving a car the vehicle seems to become an extension of our body. It absorbs our sense of identity and when two cars hits another in traffic, the driver of the vehicle being struck is more likely to say: "Hey! You hit me!", than "You hit my car" or "Your car hit my car", to be accurate.
I wonder what these thinkers would have made of the Hitachi's vein authentication system, which identifies individuals based on the unique pattern of blood vessels inside their fingers. While providing an extra layer of security against car theft, Hitachi's steering wheel finger vein authentication system also works to improve in-vehicle comfort when used with seats, mirrors and air conditioners that auto-adjust according to the preferences of the driver touching the wheel. Just another small step in the thinning of the border between people and products? Once you enter, you are the car.
Source: Hitachi Press release (japanese), Via Pink Tentacle.