Coeur
11 hours ago
This seems to be part of a type of brand marketing where a brand claims it has invented something, but the only thing that ever exists of significant economic value is the attention raised by the promo video / article. Not the thing/service.
Examples:
- Samsung safety truck https://www.youtube.com/watch?v=6GNGfse9ZK8
- Citroën motion sickness glasses https://www.youtube.com/watch?v=Aco63dlq_WE
- Amazon Prime Air https://www.youtube.com/watch?v=2AVVTBmtDdo
- IBM Smart Ads https://www.youtube.com/watch?v=vbEMVdzXiCY (implies they created lots of ad posters, but they only made 3 posters for this video)
- Lexus Hoverboard https://www.youtube.com/watch?v=TFf7Meqkim8
I wonder if there is a term for this. "Vaporware marketing"?
allenu
8 hours ago
I love these types of videos because they create this fiction of how design happens, where people sit around a table with drawings and or come up with beautiful mock-ups (the motion sickness glasses is a good example). Often, a lot of design decisions are super obvious and don't require a lot of sweat and collaboration to come up with, but in videos they're made to appear very difficult as it presents better. And other things are super messy, but you're not going to show that as it's hard to communicate.
npunt
37 minutes ago
Yeah a lot of this is a very very cleaned up, performative version of design process. It's like its own subgenre. Original thinking is wild, feral, messy, often solo tho heavily influenced by the context around you. None of that presents well.
However I bristle at the idea that core design decisions are usually super obvious, even when the end results are. Not sure this is even your point so forgive the tangent if not, but this issue is my particular hill to die on, it's 100% the single biggest gap in understanding that I see between those that regularly engage in original creative work vs those who do not.
People see something obvious and say "That's simple, I could have come up with that!" But that's all hindsight, like saying "I could have bought bitcoin in 2010!" It's not even wrong, it's answering an entirely different question of capability, not probability.
The question is would you have come up with that, were you tasked with the problem and put in the same context? I'd estimate for most great-but-simple inventions, it's not many people who could plausibly say that, because so much of what we bring to bear on problems comes from our own histories and unique perspectives & influences, not to mention talents and predilections.
This distinction between could vs would is core to understanding creative output, especially the ideas that are the simplest to use or understand. The delta between understanding vs coming up with there is often vast; simple things are often the hardest things of all to conceive.
rorychatt
10 minutes ago
Why is significant economic value the metric for success?
Skoda publishes the research and design openly (no patent, no product for sale), to solve a real problem (increase in bike-related accidents from noise cancelling headphones), to ensure that the safety outcome can be spread as quickly and easily as possible.
We should be celebrating companies that open source material findings related to safety, not lambasting them for not exploiting it for maximum value.
it feels disingenuous to lump this in with most of the other items you listed.
npilk
8 hours ago
To be fair, I think Prime Air is real, but I've only heard about it when they've had drone crashes: https://www.youtube.com/watch?v=NGdOpR-Mv-E
AFAIK it's only available in a few very specific places (seemingly for good reason).
abyssin
6 hours ago
Any innovation benefiting cyclists and coming from the auto industry is a way to move attention away from the fact that cars are the most dangerous thing on the road.
lucumo
3 hours ago
Well, obviously. What else did you expect to be the most dangerous thing on roads? Sharks?
charcircuit
2 hours ago
A tank.
mkesper
11 hours ago
There's at least a paper to download: https://cdn.skoda-storyboard.com/2026/04/Skoda-DuoBell-Resea...
MoonWalk
8 hours ago
I think you nailed it. You can't even buy this bike bell, as far as I can see.
ale42
5 hours ago
I first thought it was a 1st April joke. But the date is wrong.
mynameisvlad
11 hours ago
I'm not sure IBM Smart Ads were ever an actual product/invention, and Prime Air is a live service (albeit geographically limited): https://en.wikipedia.org/wiki/Amazon_Prime_Air
jameshart
2 hours ago
Innovationwashing, maybe?