Dyson's been at it again trying to reinvent the humble vacuum cleaner, claiming that its new cordless DC59 model manages to produce the same level of suck as the mains-powered competition.
It's powered by the new V6 Dyson digital motor, which Dyson says is 1.5 times as powerful as the warp drive contained within its previous generation cordless vacuum.
James Dyson himself, shouting over the noise of various test fan motors, said: "The capability of our digital motors to power our cordless technology is accelerating. The new V6 Dyson digital motor is faster and stronger than its predecessor with a higher power density; giving DC59 the performance of a mains powered machine without being tethered to the wall."
You get up to 20 minutes of run time from one charge, depending on which mode you select and how much rice and hair it's trying to get out of your sofa cushions. The DC59 costs £349 and should hit the UK on October 1st. That's the price of a decent laptop in exchange for having carpets that won't repulse friends and relatives. Probably worth it.