Are we thinking stuff through too much? What if we just chucked a load of tech together and let the public pick the bones out of it. And besides, there's just no room for an idea in amongst the live-streaming 3D-printed QR codes being delivered by a quad-copter.
Starring a galaxy of creative stars from Down Under, this is of course a spoof that sets the stage for the Creative Fuel event in Sydnay at the end of July.
The point is valid though. Increasingly tech can come first and the idea a distant second - if at all. It's a watchout for everyone: yes, technology can augment an idea but not replace it. Ideally it's invisible, working bits magic behind the scenes, letting the big thought land without interference or hoop-jumping.
Find out more about the Creative Fuel event >