I watched a their presentation. It was typically marketingtastic until we hit the phrase it's FUTURE PROOF...that's inspired! Well actually it's nicked (or to be fair simultaneously invented!) from a company called brabantia www.brabantia.com who make kitchen appliances! All technical/poltical discussion aside...I think that's funny. As for someone attempting to make a company on this...good on ya. Let me know when it's done. ;)