Each week Ross Rubin contributes Switched On, a column about the future of technology, multimedia, and digital entertainment:
"Hey there. Is this place new? I've been to this mall many times and never saw it before."
"Yes, sir. Welcome to The Hewlepsmark Inkjet Printer Cartridge Experience."
"No kidding. A whole location devoted to just to printer cartridges?"
"Not just any printer cartridges. Only Hewlepsmark inkjet printers. You see, after some failed early experiences with tech manufacturer-direct stores from Gateway and Microsoft, the past few years have seen Apple, Sony, Nokia, Palm, Nintendo, and now Pioneer move forward with their own retail stores. Even Dell and Samsung are using their own retail space to showcase their products. Soon we're bound to see Coby Corner, Craighead, and jWINdow Shopping. It's all the rage.
"So, we thought, as one of the world's premiere printing companies, why not develop an environment where we can really reinforce the brand identity and provide a showcase for our great variety of inkjet colors, the best printer cartridge shopping experience possible. We also have weekly seminars, like the one next Wednesday about the link between third-party refill kits and gingivitis."