This, in turn, means clever engineering can increase the surface area (and thus the storage capacity) without increasing the volume.

ECONOMIST: Electricity storage

Engineering this sound into the design of the Surface tablet was a smart move for Microsoft, but building advertising around this distinctive sound is even cleverer on the part of the unnamed advertising agency behind the campaign.

FORBES: Surprise! Microsoft - Not Apple - Has The Best Tablet Ad on TV

On the surface, Sony's VAIO TT is a real marvel of engineering.

ENGADGET: Sony VAIO TT: unboxing, hands-on and impressions Hands-on