Great site, product and LOGO.

It notes in here that folks are eating smaller meals more frequently and that the less-is-more philosophy is embodied in this device.

It started with hard-boiled eggs. We could make a bunch of them and I would eat them all week long. But by the end of the week, the shells were difficult to remove. Also, I noticed I liked the ones that weren't really cooked all the way through.

Then I embraced my inner egg. I decided that it was time to come out. I really wanted soft-boiled eggs. We got a little knife (for cutting the top off the egg after it was soft-boiled), a little spoon for scooping the goodies, and an egg holder.

But then along comes this image from the theappleblog.com. After I eat my soft-boiled egg (along with an English muffin - half with Marmite and bacon; half with jelly), I saunter over to my lazy boy chair, open my MacBook and read the news.

So perfectly emblematic of my morning routine!