It's a mystery and mysteries can be exciting. You can become invested in that without thinking you'd buy it. Have they hit on something? Is it probably underwhelming? But what if it's not. They have credibility. But do they?

I remember the Segway hype. A lot of it was intriguing because they had comments from heavyweights who in theory know how to assess a major product. But, yes, we know how that played out.