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A New York Times article reviews the COOL-ER, a British e-book reader:
"You have a choice of eight type sizes. Unfortunately, performing a type-size change requires — no joke — 16 key presses, each requiring about 20 pounds of force."
"Above all, the Cool-er’s books are far less restrictively protected than Amazon’s or Sony’s."
Well, maybe it has some merit then. Plus, hey, it's green!
And did the company really need to paint all those TM’s on the reader itself — let alone the slogan (“We make reading cool”)?
Wow, someone gave the branding team too much coffee.
What happened to the "Don't panic!" sticker?
The answer to that would have to be 42.