**Abstract**

Ambient intelligence is a factual phenomenon of increasing magnitude. It also invites intrigued attention as carrier of meanings. Meanings are produced in a variety of contexts, which are here the focus of attention. In order to analyze contextual narratives and their effects, concepts such as intelligence, optimization, rationale, rationality and ambience are discussed. One meaning of ambient intelligence is its indicative contribution to increased unilateral control of the many by the few. Ethical guidelines may be part of prevailing rhetoric, but their success as a self-controlling factor seems fairly unrealistic. Moral confusion is not only related to artificial intelligence, but to the very essence of modern society.

**Keywords:** ambient intelligence, intelligence, rationale, rationality, optimization, ambience, epistemology
