As the next Snapchat Spectacles location was revealed just outside the T-Mobile arena in Las Vegas, Snap Inc. quickly became one of the most influential companies at CES without actually being on the show floor.
The stampede of media members and general exhibitor staff was a sight to behold, as hundreds began to rush towards the Uber/Lyft depo - just to pick up what is essentially a pair of sunglasses with a camera.
What caused this mob? Simply put, Spectacles are of greater intrinsic value than the sum of its parts - a carefully constructed image through the means of selling and brand image.
Scarcity is the name of the game, and as journalists turned up in their droves to the biggest technology show of the year, many of them disappeared for an hour to wait outside this one jovial-looking vending machine to buy a pair of sunglasses.
In terms of the hardware and usability of the device, I'll save that for a later review - but here is an example of the footage you can capture (imported in HD, which to Snap Inc. just means a faster framerate).
Hell, even I was excited about buying a pair - the person who claimed he was too old to even get the point of Spectacles! The brand has been elaborately built-up to be a rare icon of fashion and technology - perfectly melding the two together to build real hype.
From deliberately limiting the amount of Spectacles in each vending machine (which should annoy, but really builds that exclusivity), to waving a metaphorical two fingers to the traditional retail experience or social marketing campaign, companies should take note.
I get it. We’re all scared in the wake of the tragedy in Westminster last Wednesday. Khalid Masood’s actions in committing this atrocity are truly reprehensible. But digital communication is not at fault, and adding an Orwellian level of surveillance is not the answer.
Broadband problems? Under new Ofcom proposals, you will no longer have to “fight tooth and nail” for the “fair compensation” you are owed. If approved, Internet Service Providers will automatically have to pay customers for bad broadband, delayed repairs and missed engineer appointments.
A car that rises up to drive over traffic… Sounds like a dream, right? Well, it is I’m afraid. While the Hum Rider is a real car, it’s simply a marketing stunt for Verizon.
Sex toys have taken another step forward with the Flashlight Launch - a masturbation machine that takes all the manual arm work out of reaching climax.
Snapchat story clones are cropping up everywhere in Facebook-owned apps and it’s not necessary. Would you ever want to post the same story across four different platforms? Or course not.
What is the future of wearables? I went to The Wearable Technology Show and found out - writing for BBC Science Focus magazine.
Forget everything you knew about smart homes and the Legend of Zelda… One particular fan has managed to create a home automation system that is controlled by playing the Ocarina.
Following the instant success of Pokémon GO in summer 2016, rumours began that developer Niantic was working on another game – simply named Harry Potter GO. This is fake news, so please stop sharing it.
A team of researchers have done something incredible yet terrifying - using sound waves to hack a smartphone, using a method that could be used to theoretically control any technology with an accelerometer.
I get it - the headline sounds terrifying. But Switzerland’s EPFL has just invented a medical masterpiece that could help to reinvent robotic healthcare. These gelatinous machines could soon be crawling around your insides and performing operations.
I am the Founder and Editor-in-chief of New Rising Media. You can follow me on Twitter @MrJasonEngland.