Plenty of designer stuff is vastly overpriced. That's fine, we all know that there is more than utility to making a purchase decision. But I do agree that the m

Plenty of designer stuff is vastly overpriced. That's fine, we all know that there is more than utility to making a purchase decision. But I do agree that the marketing here seems slightly off. The LED cooling is the solution to a problem that nobody has or cares about if I ever saw one. And it doesn't even make for interesting small talk like some expensive gadgets. In terms of demographics, I think this lamp appeals more to the Wallpaper reading type than the Wired reading type and though there is a significant overlap, I think they should focus a bit less on the lifetime of the LED's and all that technical stuff.