Well - if it has the same sort of design features as most modern technology - given the images flashed up on the screen this seems to be the case - I guess these innovative new guitars will stop working after a few months or get screwed up by the latest body shell upgrade.
All this huge emphasis on how it looks, and how it "makes you feel about yourself" and then the 12 of them take a year to produce a stripey, plastic looking thing. Not sure what state you'd be in for that to make you feel good about yourself.
Whatever it looks like it'll still be a sod to master and play anyway. So the basic need of having an easy time is screwed straight away!
"They had to sound as good as any guitar in history" - BS alert.
I listened to this bit a few times in a daze. "According to the phsycho aesthetics philosophy designers can use masmos classic hierachy of needs to reframe their dimensions of analysis by viewing where current guitars on the market fit on masmos hierachy designers could predict what needs were un-met and create concepts for new guitars that would target those needs". WOW - my BS meter just melted!
Maybe I'm over-reacting - it's maybe too early in the morning for new concepts!
I particularly disliked the discussion of tonewoods and plastic. The solution was a composite made from cottonwood?
They're working at the top of the hierarchy where higher level concepts such as self-realization exist (how you feel about yourself).
Real guitars live at the bottom of the hierarchy with the most basic needs: survival, guitar, food, guitar, water, shelter, guitar, beer, etc.
They've missed their market entirely.
"I'm So Lonesome I Don't Even Have Me No Friend, I've Done So Much Crying Will I Ever Laugh Again" - Peter Green
Don't like it!
(acc. to the Blues Brothers)
- Henry Ford