The future is always an invitation to dream, to test, and to experiment with time. But yet all too often, the future becomes mere extrapolation of the present, a Rorschach of current anxieties and projections. The COGITO report represents one such narrowing of the mind. One must admit to its rigour, to its literacy in probing and burrowing through hundreds of sources, pursuing an ‘archive fever’ of reports. It represents also a constriction of the current categories of social science. What it presents is a bare frame and its sense of fifty years looks desperately skeletal. Instead of an invitation to the future, it appears as an encouragement to certain forms of markets and marketing.