Belk describes many important risks that increased reliance on technology poses for our society and economy. In this commentary, we focus on the concrete risks that such reliance may pose to individual consumers on a daily basis. Such risks include technology addiction, decreased willingness to struggle, impaired childhood development, decreased connection to nature, diminished sense of competence and free will, and degradation of automated skills. We also discuss potential approaches for alleviating some of these risks, including mindfulness training and humane technology design. We conclude with a broader discussion of the distinction between human and machine and balancing the costs and benefits of technologies which blur that distinction.