I couldn’t really begin to say why, but in the process of working myself up to buying an iPad I became slightly addicted to these strange, homemade videos, with their mildly intoxicating mixture of smugness and exhilaration. I started off watching iPad unboxings, and then worked my way haphazardly outward toward the fringes of the technological orbit: to webcam footage of people unboxing leatherette iPhone cases, Kindle reading lights, limited-edition Nintendo DS replacement styluses. I saw a well-heeled New Jerseyite named Lance Linton unbox a Dualit brushed-steel toaster; I saw a nervous and bespectacled Irish schoolboy unbox a Russell Hobbs Glass Touch cordless kettle; I saw a tracksuited and baseball-capped East Londoner unbox a Gamucci Micro V2 Electronic Cigarette starter kit; I saw a pallid old Texan unbox something called a Medtronic Carelink Monitor, a modem-linked device whereby cardiac patients can send data from their pacemakers to their doctors; I saw a young American kid loquaciously unpacking first a stapler (‘contoured for handheld use’), then, in a companion-piece video, the separately-sold staples with which he intended to load it. I saw every conceivable consumer durable unsheathed and admired, I saw the broken labyrinth of the Internet itself, and I saw the face of the free market, saw my face and my viscera reflected back in it, saw your face, and I felt dizzy. Mostly, though, I just saw a lot of Apple products and Sony games consoles being taken out of their boxes and exhaustively talked about by young American men.