Megacritic Robert Parker declared the juice "a chronological milestone--something that comes once every thousand years, " an observation that set off a frenzy.
The card was targeted at young mothers and IDEO's observation team set about following a selection of moms around as they went about their daily business: taking their children to school, shopping, even balancing their checkbooks.
In true Coleridgean fashion, Mr Holmes appeared to anxious observers to have lost faith in his own project, perhaps to have bitten off too much, and to have set so high a standard for minute observation and philosophic flights that he could not continue.