After the site was acquired by Yahoo in 2005 though, little was done to develop the idea to suit wider audiences.

FORBES: Morning Tech Wrap: Amazon, Yahoo, AT&T

In the Engle suit, the courts have so far tolerated the idea that Floridian smokers may be sufficiently similar to allow the case to be heard, but the trial still promises to be long and complex.

ECONOMIST: The tobacco wars

New York's Park Avenue restaurant pioneered the idea changing out its decor and menu to suit the seasons.

BBC: Restaurants become culinary chameleons

"It came as a total surprise, " says Don Buck, Institutional Resources' chief executive, who had no idea he had been duped into hiring Zurich until Spitzer filed the suit.

FORBES: Companies, People, Ideas

Philips pushed the idea in 2004 with its Ambilight television sets, which projected light around the television, to suit the mood of the content being played.

BBC: 180 degree television for the home?