In this paper aspects of the term cross-cultural are discussed. It is common that this concept is used in a non-reflexive way in technological and cultural focused literature. Somehow it seems to be taken for granted that interactions are cross-cultural if they are committed between people from different countries or from different parts of the world. I argue that the same interactions can be both cross-cultural and in-cultural depending on which theoretical standpoint the researcher chose to enact in the analysis. Based in my research I analyze some interviews, in order to explore if they should be regarded as cross-cultural or in-cultural. The aim is to inspire discussions among researchers in technology areas about what the term cross-cultural really means.