Transcription
There there's a Japanese concept called caro theory by a guy who's at the University of Tokyo who argued he did a lot of work in the Japanese consumer electronics field and he argued that products had three attributes.
The example I always give is you have a cassette player and obviously it has to play cassettes and it has to work and it mustn't mangle the tapes and it mustn't catch fire. It mustn't do any of those terrible things which would basically be you exit the gene pool at that point. Okay.
And then you have the performance attributes of the cassette deck are things like battery life and sound quality. You press eject and it goes it has like a counterbalance damping mechanism and it hisses in a beautiful hydraulic way. You go, "Ooh, that's lovely. I'd really like that nice action." As Alan Partridge once said.
On the other hand, if you press eject, it just goes clack. Functionally, there's no difference between the two. Okay? There's no reason to spend money on the eject mechanism, but precisely because you can make it lovely and people aren't expecting it, that's where you should spend your