ABSTRACTAn article in The Atlantic ‘Quantifying the Ed-Tech Market’ (2015), which draws on a review by the Education Technology Industry Network, reports that the U.S. Ed-tech market totalled $8.38 billion in the 2012–2013 academic year, which is up from $7.9 billion the year before, and up 11.7 per cent from 2009. K-12 online course revenue including any digital curriculum increased some 320% and the testing and assessment market, the largest single category, generated $2.5 billion. The New Zealand business organisation EDTechNZ, indicates on its website that educational technology is the fastest growing sector of a global smart education market worth US$100 billion, forecast to grow to US$394 by 2019. The same source indicates that Cloud-based educational technology is accelerating at 20% growth per annum and is forecast to reach US$12 billion by 2019. These returns are unequalled by most other economic sectors. Our concern in this article is that the market imperative based on selling has become a driv...