Microsoft, Apple, Window, SQL Server… ALL Of these are entities and can be worked with, with their own personalities made up of the thousands and millions of people who work with them every day, say their name every day, trust them and curse them and rely on them. You can even treat specific devices as entities. This is a form of animism, that sees all of creation as the inspirited manifestation of the all.
For myself I work heavily with the spirit of the particular software I implement in my job. I posted about it here and created an effigy aka idol which sits on my alter for her: