Alright. I confess.
I was in a technology shop yesterday, the branding of which is named after a fruit. I've always used their products – partly because I'm a sucker for elegantly designed things and partly because I am a technophobe. They're easy to use.
This brand is famous for its slick, sleek and shiny marketing – and as a result, their little gadgets have wormed their way into the very fabric of modern Western culture.
I picked up one of their newest phone models, inwardly marvelling at its perfectly bevelled edges. As I turned it over in my hand, the screen lit up and three adjectives appeared – I can't remember what the first two were, but the third one was 'magical'.
I thought, wow – even when you're at the cutting of the newest, most modern ideas - magic is still where it's at.