Take, for example, the fear of a child who has to endure the harrowing experience of a CT Scan.. In a TED talk in 2012, Kelley spoke about children who walk into the CT room and are handed a black felt pirate cap.
Best Buy had 2-3 WP7 devices among what felt like 100 almost identical cheap Android phones, but did at least have one working display featured on an end cap.