When one of my students started designing a product extension for Orbit gum, I didn’t get the appeal of Orbit (it’s huge among college students, but as I don’t own a TV I’m immune to the marketing). But lately my project manager at work keeps bringing it in, and each pack is a new flavor. “Chamomile?” “Mint mojito?” “Raspberry Mint?”

It’s a product with a comfortable familiarity that keeps surprising us. I don’t think anyone online has yet captured that combination of necessary consistency that establishes meaning and usability with surprising, fun variations in the experience (not just the content).