The world of physical product innovation seems to be cringing into banal, brainless irrelevancy. I am indefatigably advertised to by various purveyors of such mental weaknesses as water bottles, meal kit delivery services, energy drinks, wallets, belts, shaving razors, mattresses, godammed phone cases to name but a few a lot; all trying to dupe the cognitively under-served into paying over the odds for Rube Goldbergian and craven over-complication of erstwhile basic products, signing up to ridiculous subscription services or some god awful free complimentary product/service impuse aislery. Are these pathetic, embarrassing, marketed-to-death ventures really the best we can think of? If so, we're doomed.
Let's consider two recent desperate marketing gambits. First ‘Suri’, the sustainable electric toothbrush by two ex-‘Big Pharma’ wunderkinds. The clownery here is that it's electric, therefore better than your manual toothbrush, and for only £105 for the design sensation, ‘Suri 2.0’—An icon. Redfined., you too can ‘Keep the planet as clean as your teeth.’. Its unlike any other electric toothbrush of course, it's sustainable, just don't let the removable but proprietary battery, captive, proprietary charger (with exposed metal contacts which absolutely will corrode), or any of the highly engineered, imported components bother you. ‘It doesn't have Bluetooth! Eschew that ridiculous novelty. See? We're stripping out all the cruft you don't need and getting down to the bare essentials namely, complex circuitry, tons of packaging, multiple, separate components, rare earth elements, and plenty of non-recyclables.’

Utterly pathetic offers. “No thanks, I've just given you £105 + consumables.”
Compare and contrast Suri or any electric effort with Unilever's ‘Ecolo Clean’ line of manual toothbrushes.
The new Signal Ecolo Clean toothbrush is made from 100% food-grade post-consumer recycled (PCR) plastic, while its smart design features a comfortable, ergonomic hollow handle with 40% less plastic than an ordinary toothbrush – saving 10 tonnes of plastic in its first year. - Unilever.com
It's a plastic toothbrush that you wiggle about in your mouth to remove food particles from your teeth. Once the bristles aren't perky enough, you can recycle it. There are thousands of such products. Is the Suri electric toothbrush more ‘sustainable’ than a roughly standard toothbrush like the Unilever job? Of course it isn't but that's not the argument the marketeers at Suri are making, it's ‘compared to other ludicrous electronic toothbrushes’. Relativity makes your claims sound better. Relative to a Ferrari, our 5 seater is efficient. Etc.
Suri is a lame idea. Two chaps thought ‘hey, I bet we can disrupt the boring toothbrush market (make a lot of money) with an expensive looking website, minimalist (cheap) product design that Jony Ive would be proud of, dodgy and probably purchased accreditation, tons of social media bullshit, and lashings of follow on sales like proprietary brush heads.’ No one needs an electric toothbrush and to say it's in any way ‘sustainable’, is a transparent lie. Stop giving these investor driven charlatans money!

It's a plastic water bottle for £30 + consumables
Next, it's snake oil filled water bottles. Actually, it's just the smell of snake oil and water in a bottle (water not included). ‘AirUp’ is a plastic bottle but wait, imagine how giddy with excitement the geniuses were who imagined it—“It's a plastic water bottle with perfume around the top! Omg, omg, omg, stop, I'm going to pee! People drink water but [passes out, recovers, passes out again, recovers, mops away tears] they think they're drinking a sweet double cream pumpkin spice chocolate doughnut rice pudding tropical fruit caramel matcha birds of paradise latte but, get this, omg, they just think they are—they're just drinking water (maybe we can supply fancy sounding water as a subscription service) but smelling chemicals! Genius!”

Subscribe and save! We need bank details and recurring revenue to impress the banks and swell our EBITDA (so we can sell).
Again with the ‘Angel Investor’ fuelled social media, YouTube advertising bombardment, Trustpilot reviews, expensive consumables. Polishing any turd is the edgy, disruptive, devil-may-care whimsy that the world needs. Should we really stand by and let such shameless profiteers exploit the mentally challenged? Is this not a modern for of grinding the faces of the poor? Should they not be challenged on their reality distorting claims of environmental friendliness? What next? Aerodynamic, Bluetooth toilet rolls for £34.99pm with auto-replenishment? Wifi enabled door mats? Cordless pepper grinders? We live in an age of going through the motions, playing out the sequence of best practices, but not actually having anything of any value, perpetuating consumption and all the while, accelerating towards a climate catastrophe.
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