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Not toned down by much though. Still a tacky bit of advertising but as its creating such a lot of interest one might ask if its actually achieved its aim. I.e. not to persuade consumers to live up to the fantasy that it portrays, but rather to generate some industry interest for DSGi.

But is this sort of attention much positive use to them? I still think its backfiring hugely, moreover because they are advocating an alternative online experience that they plainly aren't competitive within.