I'm talking, today, about a certain automobile manufacturer which, in its ads run during the tennis matches today, touts the "new" safety feature, wherein the vehicle's frame has some sections collapse on impact, while other parts of the frame remain rigid.
Well, now, I suppose that would be novel, if safety engineers hadn't invented the crumple zone for cars back in the 1950s!
So, now, I'm supposed to be impressed at this "innovation". Ooooh. Ahhh. Lookit me I'm dancin' with excitement.