The problem is that their product wasn’t intuitive or smart, just an expensive and rather stupid wanna be nespresso for juice. Like you I believe expensive products (look at smart fridges and ovens) pave the way for future consumer pieces but it’s the single use items like juicero and flatev that obscure this. These kind of items are bad for the environment and I’d like to see the innovation invested elsewhere

Tech journo and writer, based in Berlin, Germany.

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