I was fortunate to meet Dr. Stephen Bax at the JALTCALL conference in Nishinomiya, Japan recently. This is the third conference I have attended and, as usual, it was well worth the trip. Dr. Bax gave a keynote talk about ‘normalisation’ in educational technology, which was informative, engaging and relevant. We talked about his keynote as well as other work he has been involved in throughout his career. If you can, seek out his articles on ‘normalisation’ if you are at all interested in educational technology.