The UK Government is appointing a Director of Marketing and Communications to help oversee the roll-out of the UK identity card scheme. [Centre for Media and Democracy, via Fish and Chip Papers]
In other words, technology adoption is seen as a matter for PR (public relations).
It is certainly true that there are elements of marketing in any technology adoption project. But it would be curious if the sociopolitical as well as technological complexities of the proposed ID card scheme were solved by spin.
identity innovation technology adoption