Sometimes designers, god bless 'em, are up their own asses. It's not that this concept toaster [pictured top] is horrible, but it's not unassailably brilliant. Yet the description by the designer George Watson is overwrought. Here's a taste:
There has been little development of the toaster since the start of the century When the toaster was first invented eating toast was a social activity that took place on the breakfast table This toaster is designed to engage the user, re-invigorating the social context of toasting by questioning everything about what we toast with today.
I'm pretty sure nothing I hear today is going to make me giggle more than that last phrase.
Of course, the first phase is off, too, as a wide variety of toaster variants were cast adrift in the market in the last century, including the somewhat infamous Toast-O-Lator which made bread brown using the same drive-through concept as Watson's toaster. Besides coughing crumbs out its front and occasionally catching on fire, the Toast-O-Lator did a little re-invigorating of the social context of toasting itself.
(Thanks, Knutmo and Rocketdyke!)