i checked out the Sony Consumer Electronics show this afternoon. The big press show was on Thursday. This event seemed like more of a bid for Sony to show Joe Public that they’ve purchased and renamed the Sony Centre …. formerly the Hummingbird Centre … formerly the O’Keefe Centre … formerly a large empty field where cows liked to romp and moo.

Announced in Japan today but not available to us unrefined North Americans is the Rolly, an MP3 player shaped like a thermal detonator that dances while playing music. As the suppository-shaped device gyrated ly, proclaiming that its “hips don’t lie,” the crowd stood mystified, wondering why anyone would buy it.

“Where’re you s’posed to use that thingy?” asked one guy in the gathering crowd. The demo jockey said “You can have this in your home, or at your cottage … or in your chalet.”

IN YOUR CHALET. You can purchase the Sony Rolly for your chalet.

i don’t know what this guy was thinking. My only explanation is that Swiss Chalet is a very popular chain restaurant unique to Canada, and this guy was a visiting yank who was trying to contextualize the Rolly’s brilliance for the locals using words they’d understand.

The dumbfounded man stood slack-jawed as the Rolly spun around a few more times. Then he said “Well what’re you s’posed to DO with it?”

The demo jockey, undaunted, said “Well i have one of these, and i showed it to my friends, and they were entertained by it all night.”

i couldn’t resist. i asked “Did you entertain them in your home, or in your chalet?”

When the Rolly shimmies its way to Canada, it’s expected to cost $400. Also in this price range: lighting $400 on fire.