Their proposed FlipSide case for iPhones (we see a prototype here) centers on Bluetooth 4.0 gamepad controls that stay clipped to the back when just checking email, but attach to the front for playtime.
Using an eye tracker, she found that college-age people rotate the bottles, enabling them to see all the informational stickers that pharmacists attach, whereas older people focus on justthe bottle's large white label.
The holder start in a locked vertical position, and to attach a lens you just bayonet it into place, securing the glass and allowing the holder to be lowered.