This invention is the opposite of the Schticky situation we posted about earlier, where you've got a mundane product and need to spice it up with a lively video; the Une Bobine coil is such a good idea, with merits so instantly obvious, that the boring video (below) does nothing to increase its appeal.

A great example of exploiting material properties, the Une Bobine takes the segmented, flexible metal cables of the sort used in industrial light fixtures and adapts it for iPhone charging, allowing the cable itself to serve as a stand.

While the idea is simple, manufacturing it isn't so easy: "Each end of the connector requires multiple injection molds to create the custom fitting in the housings that we need to securely attach to the flexible cable," writes designer Jon Fawcett in his Kickstarter pitch. "The connector housings are also sonically welded together, which requires additional tools to produce each end. Your pledges will directly pay for these startup costs required to produce the cable."

Perhaps he should change "will directly pay for" to "have directly paid for;" at press time this was yet another wild Kickstarter success, with the $25 device garnering $70,000, handily smashing its original sub-$10,000 goal with 29 days to spare.

And now for aforementioned boring video:

See what I mean?