The boundary between creative and gimmicky is a narrow one here. One might think that Oscar Mayer overstepped it when it started with the thought: “What if smells could be digitized?” Nine months of research and development later, it resulted in a dedicated mobile alarm-clock app that wakes you to the sound of sizzling bacon with an accompanying bacon-aroma-emitting smartphone device. Do you really want to wake up every morning and smell the bacon? The difference between pervasive and invasive is a narrow one. The premium, then, is on inspirational thinkers, who can transcend the “bittiness” of the digital world, and then jolt us into seeing things differently, but without descending into silliness. Sadly they are scarce.