What a load of horseshit, Gizmodo.

Coffee from your favorite donut shop has a problem. It doesn’t taste as good as it should because the lid traps in the wonderful aroma. Taste is 95% smell, so you’re really missing out.

advert but first coffee cookbook now available


Where does this figure come from? Sure, smell has a lot to do with taste, but WE’RE GUSTATING AS WE SIP. You know, 69.69% of all statistics are made up on the spot…

According to the article, this product has a revolutionary “new cover that’s infused with the aroma of freshly brewed coffee. When you take a sip, you smell and taste a wonderful, full-bodied brew.” Artificial coffee aroma to enhance the experience? What is this, astronaut food? Are we pod people now? Excuse our palpable disdain, but that’s got to be the most god awful ridiculous thing we’ve heard all day.

Gizmodo, really? And congratulations, Hong Kong based Mint Urban Technologies. Your stupid invention is the 2011 Sprudge.com Schlock of the Week for the week of August 5th-12th.

banner advertising the book new rules of coffee