All the right words

Tech PR has a bad reputation – and for a good reason. While my blogs have never been popular enough that I’ve been inundated with PR requests, as a consultant, I have spent endless hours sifting through meaningless “hot” buzzwords written by individuals who seem to know very little about the products/services they are peddling.

But, never have I seen something quite as hyped up and buzzword-laden as this. Enter Creative, the Singaporean firm responsible for making the SoundBlaster sound cards and a whole series of portable media players. Someone at the firm must have been buzzword crazy, because they created a product which:

• is supposedly some hot new chip
• will be demo-ed at the January Consumer Electronics Show
• is promising to change everything (like a certain President-elect?)
• sounds vaguely like a certain best-selling Nintendo gaming console
• somehow links the chip to a hot biology topic

Ladies and gentlemen, I give you, the Zii, apparently a harbinger of “stem cell computing” (whatever that means):

Seriously?