Überdough™
Aug 5, 01:06 PM
I find it amazing that by simply giving technology/techniques a trademarkable name that you can effectively claim them as new technology. Two examples recently have really jarred with me.
First is Apple’s Facetime technology. The best way to explain this is ‘video calling’. How anyone could be wowed by this is beyond me and how Apple can present this to the world like it is something new is mystifying. Yet, people gasp in wonderment at this revolutionary technology. It is wonderful, I mean the only barrier to entry is a €579 mobile device connected to the internets via WiFi. Revolutionary I think not.
Several new Sony cameras now boast Background Defocus. Why had nobody thought of this before? You mean you can create a shallow depth of field with a camera? This changes everything! Pardon the sarcasm, but compact digitals have had an automatic portrait setting that basically opened the aperture as wide as possible to create Background Defocus or shallow depth of field as it has been known since apertures began, for over a decade now.
I don’t know if I’m annoyed with the companys or the consumers who buy this shit. Is marketing as simple as trademarking a new name for something that already exists? Maybe I’ll start selling plain sliced pans as Überdough™. Looks like bread and tastes like bread, but this is revolutionary, this comes in individual sliced portions. This is Überdough™.
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