In an article entitled “The Lure of Technologies Past,” Nick Bilton says: “What I’ve come to realize isthat while the new thing gets people excited, the old thing often doesn’t go away. And if it does, it takesa very long time to meet its demise.” Indeed, the old thing dies hard. Just take a look at film cameras.One would think they have been 16 by the digital camera, but millions of people still use them.And while Polaroid, the instant film camera, has filed for bankruptcy, the company is making a 17 .One of Polaroid’s largest growing 18 , surprisingly, is teenagers who want tangible photos but donot want to wait.Other cases in point are vinyl records, print books and newspapers. According to the Recording IndustryAssociation of America, 13 million vinyl records were sold in 2014, the highest count in 25 years.About 55 million newspapers still land on doorsteps every morning. And More than 571 million printbooks were sold in the United States in 2014.So why does old technology 19 and, in some cases, undergo a revival? For some consumers, it’sabout 20 (e.g., film cameras and record players), while for others, it’s about familiarity (e.g.,newspapers and print books).