There are some technological ideas that captivate the public consciousness, our want for them to exist outstripping any ideas of practicality or usability. Chief among such ideas is the flying car, the seemingly amazing idea which, should it ever become mainstream, poses far more issues than it could ever solve. Still there have been numerous companies who have worked towards making that idea a reality with nearly all of them meeting the same fate. A close second (or third, if you’re more a jetpack fan) is the hoverboard, a device that replicates the functionality of a skateboard without the wheels. Our collective desire for something like that is what results in videos like the following and, honestly, they give me the shits:
Anyone who’s followed technology like this knows that a hoverboard, one that can glide over any surface, simply isn’t possible with our current understanding of physics and level of technological advancement. However if you grab a couple powerful electromagnets and put them over a metallic surface you can make yourself a decent simulacrum of what a hoverboard might be, it just can’t leave that surface. Indeed there’s been a few of these kinds of prototypes in the past and, whilst they’re cool and everything, they’re not much more than a demonstration of what a magnet can do.
This is where Lexus comes in with their utterly deceptive bullshit.
Just over a month ago Lexus put out this site showing a sleek looking board that was billowing smoke out its sides, serenely hovering a few inches above the ground. The media went ballistic, seemingly forgetting about what would be required to make something of this nature and the several implementations that came before it. Worst still the demonstration videos appeared to show the hoverboard working on regular surfaces, just like the ones in the movies that captured everyone’s imaginations. Like all good publicity stunts however the reality is far from what the pictures might tell and I lay the blame squarely at Lexus for being coy about the details.
You see the Lexus hoverboard is no different to the others that came before it, it still uses magnets and requires a special surface in order to work. Lexus built that entire set just to demonstrate the hoverboard and was mum about the details because they knew no one would care if they knew the truth. Instead they kept everything secret, making many people believe that they had created something new when in reality they hadn’t, all they did was put a larger marketing budget behind it.
Maybe I’ve just become an old cynic who hates fun but, honestly, I really got the shits with Lexus and the wider public’s reaction to this malarkey. Sure it looks cool, what with the slick design and mist cascading over the sides, but that’s about where it ends. Everything past that is Lexus engaging in deceptive marketing tactics to make us think it’s more than it is rather than being straight up about what they did. Of course they likely don’t care about what a ranty blogger on a dark corner of the Internet thinks, especially since he’s mentioned their brand name 10 times in one post, but I felt the need to say my peace, even if it wouldn’t change anything.