It sounded to me like Don Norman had already accepted that idea to the point that he didn't even realize it was a choice. He worries about a future of greedy carriers controlling our phone-brains. I worry about the fact that our minds could become so beholden to devices that, regardless of whether those devices are open or privately controlled, we diminish the depth of our experience and our tendencies towards reflective thought.
If drugs were available that increased our abilities but made us less thoughtful, would you accept that without deliberation? Would it really be better if those drugs were easy to make at home or handed out for free rather than sold in stores? This is already happening with Ritalin and "smart drugs". They improve our ability to carry out mental work but diminish our ability to reflect on what we are doing.
"Smart" drugs and phones are only so in terms of instrumental reason, not in terms of creativity or contemplation of ends.