Never-Hungry Caterpillar, a concept designed and/or written about by Marc Hassenzahl and Evgeny Morozov which calls users' attention to the power wasted by electronics in standby mode. Here's how: "The Caterpillar has three different modes: It breathes slowly in the case of 'normal' energy consumption through a device, such as a TV. If the TV is switched to stand-by, the Caterpillar starts to twist and turn awkwardly, as if in pain. This can be resolved by disconnecting the TV entirely. The metaphor of a caterpillar touches upon people's tendency to help and take care of living things." What's innovative here is the play on guilt and empathy - this isn't a blinking light or a buzzing alarm, it's a living thing in agony! Or at least that's the trick; they're counting on a very basic, almost lizard-brain instinct to help something in pain. As we grow desensitized to various alerts and messages, this is essentially an escalation in the arms race for our attention. Shrewd, manipulative... and possibly, effective!