Rory Sutherland Rory Sutherland

The most underpriced present you can buy

issue 15 December 2018

During the second Gulf war, simply out of curiosity, I found myself visiting the website of a giant American mercenary organisation. At the top of its home page I was surprised to see the words ‘online shop’. Thinking I could perhaps order an airstrike, or a fleet of Humvees to collect my daughters from school, I clicked on the link. All that was on offer was a range of brightly coloured beach towels displaying the company’s logo — a giant bear’s pawprint next to the word ‘Blackwater’. Needless to say, I bought two: one in orange and one in pink. In all honesty, I don’t think my wife was entirely thrilled with them that Christmas.

So I’d never claim to be one of the world’s great gift-givers. But this year I can safely recommend a gadget which would make a reliably good present, even — perhaps especially — for the Luddites in your life.

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