> practical minimalism > slightly goofy credibility-straining setup > tension-relieving drop-dead-simple interface I'd have bought it already if not for my M

> practical minimalism > slightly goofy credibility-straining setup > tension-relieving drop-dead-simple interface I'd have bought it already if not for my MacBookPro not supporting "low power bluetooth". The sales pitch admittedly has nothing to do with the technology - yet that's practically the point! There's no specs to sell, no user interface to demo beyond a "knock knock" so simple you don't even have to take the phone out of your pocket. There's almost nothing to sell, yet what there is has value ($4, ok); how do you sell that? A just-a-guy in casual attire in a simple & slightly non-sequitur space works just fine. Simple product, presumably easy development, first-mover advantage (this thing will have a thousand duplicates overnight), near-zero ad production cost. As for complaints about security: this is like the iOS fingerprint reader...it's not for serious security against serious attackers, it's about just locking your front door while making it easy for you to get in.