In Spain, more and more attention is being given to older people and the way they use new technologies. Studies are being carried out, mostly, by various different technological companies,and I don’t blame them. All research shows that the elder men and women of our society(on the whole, of course) either refuse, or are reluctant to use new devices and technologies. When asked why, they answer that they feel left out by the new generation and new companies, and there was also a great deal of “When I was younger….” and “Before you were born…”. A few days ago I stood in Los Angeles airport at a check in desk, where most of the check-in attendants have been substituted by computers. Needless to say, there were many people(40years and above) who had absolutely no clue as to how to use these machines. They were put in “special lines”(interpret as you wish) to be assisted after10 minutes by a woman who did not have a working printer and took way too long to do her job(despite her best intentions).This article is not to say that elder people do not, or do not want to use new technology( many of them engage in these activities successfully) It is not a way of criticising the Continental desk at Los Angeles airport.In my view it’s simply this: Most 21st century hi-tech companies should make much more of an effort with this sector of the population, as it would help not only their consumers, but themselves, allowing them to increase their market size considerably.