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Science

The Squid's Beak May Revolutionize Engineering 79

Ace905 writes "For years the razor-sharp beak that squid use to eat their prey has posed a puzzle to scientists. Squid are soft and fragile, but have a beak as dense as rock and sharp enough to break through hard shells. Scientists have long wondered why the beak doesn't injure the squid itself as is uses it. New research has just been published in the the journal Science that explains the phenomenon. One of the researchers described the squid beak as 'like placing an X-Acto blade in a block of fairly firm Jell-O and then trying to use it to chop celery.' Careful examination shows that the beak is formed in a gradient of density, becoming harder towards the tip end. Understanding how to make such hardness gradients could revolutionize engineering anywhere that 'interfaces between soft and hard materials [are required].' One of the first applications researchers envision is prosthetic limbs."
Microsoft

Microsoft Brand In Sharp Decline 399

Amy Bennett writes "A recent poll of about 12,000 US business decision-makers by market researcher CoreBrand found that Microsoft's brand power has taken a dive over the past four years. According to the study, Microsoft dropped from number 12 in the ranking of the most powerful US company brands in 2004 to number 59 last year. In 1996, the company ranked number 1 in brand power among 1,200 top companies in about 50 industries. The CEO of CoreBrand said: 'When you see something decline with increasing velocity, it's a concern.' To add some historical context, IBM suffered a much faster and more severe decline in brand power in the early 1990s and it took them 10 years to rebuild the brand's reputation."

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