At least in a world where everything is a slight variation on the flattish silver box.

FORBES: Google's Chromebook Pixel Looks Cooler Than an Apple Product

Lately, Chief Executive Steve Jobs hasn't been talking up the pricey silver box.

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Last month Lib Dem farming minister David Heath told farming groups that genetically modified crops were "one of the tools in the box" but not the silver bullet to increase food production.

BBC: Owen Paterson backs UK-grown genetically modified food

Tom Cruise's silver screen comeback Lions for Lambs proved sheepish at the box office.

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The Bedford battler insists he will have too much ring craft for the Olympic silver medallist, who boasts a 14-0 record and is quickly establishing himself as big box office.

BBC: Earl eager to tie up Khan clash

J's showing off the new dashboard system, and talking up Xbox Live Silver, their free level of out-of-box service.

ENGADGET: & Joystiq's live coverage of Microsoft's Xbox 360 E3 event