The Perfect Brief

Floating Bed

I have a theory that we are rapidly approaching a point where current technology is going to hit science fiction levels - I call this the "Future is Now" theory, an expression I have clearly stolen.

Personally I can't wait. It's going to be very cool and very scary. If I were to make a vague attempt to make this relate to communications then it would be something about the consumer using technology to control how advertisers communicate with them, as MSN have just discovered.

But really I'm excited since I think Now has just become now.

This is the floating bed. It uses magnets. True it currently costs over 1 million Euros but it exists. It's real.

Even keeping in mind Amara's Law:

We tend to overestimate the effect of a technology in the short run and underestimate the effect in the long run.

I still can't wait for the hover boards.