Juicero tickled social media’s insatiable schadenfreude for rich people getting swindled – but it shed light on a bigger problem.
Credit: Juicero

SAN FRANCISCO — If you’ve used the internet at any point in the past few weeks, you’ve probably heard of Juicero. Juicero is a San Francisco-based company that sells a $400 juicer. Here’s how it works: you plug in a pre-sold packet of diced fruits and vegetables, and the machine transforms it into juice. But it turns out you don’t actually need the machine to make the juice. On 19 April, Bloomberg News reported that you can squeeze the packets by hand and get the same result. It’s even faster.

The internet erupted in laughter. Juicero made the perfect punchline: a celebrated startup that had received a fawning profile from the New York Times and $120m in funding from blue-chip VCs such as Kleiner Perkins Caufield & Byers and Google Ventures was selling an expensive way to automate something you could do faster for […]

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