Eloquently displaying exactly why it is that many people in the developing world hate us, Juicero is a $699 (£500) 'cold-press' juicer that uses a Nespresso pod-style system of bags filled with pre-chopped veg and fruit to create juice, whilst trumpeting its organic-'n'-fresh credentials. It's preposterous, it has a brand new Facebook and Twitter page, and an advert that's kind of plausible but really not quite like a proper advert.
In short, everything about it screams April Fool, and yet seemingly it's not. It launched March 31, for a start.
Come on, does this seem real to you?
This is how it works.
Now all of this sounds like such utter cobblers that we immediately assumed it was an April 1 prank. But if it is, then it's both an incredibly elaborate one, and it's also cheated, by launching on the day before April 1.
Why? We'll tell you why, sir!
It's hard to square the idea of wanting ultimate freshness with a methodology that involves pre-chopping and bagging. It's easy to point out that simply eating fruit and vegetables is a pretty good way of getting nutrition from fruit and vegetables, and a lot cheaper. We're not even convinced that cold press juicing is even that much better a way of extracting nutrition than a masticating blender you can pick up for a few hundred quid.
Oh, and if Jony Ive and Yves Béhar were involved with the design of this thing, as apparently they were, we're not sure they'll look back on it as their best work.
However, if what you've always wanted is a $700 juicer that does away with the HORRIBLY arduous tasks of buying fruit and veg and then doing a little bit of prep on them, and are willing to pay up to $10 PER GLASS OF GODDAMN JUICE made of "Sweet Greens", "Spicy Greens", "Carrot beet" or "Sweet Roots", then you go right ahead.
Don't forget to check out our guide to the best juicer