Hitting the Books: How Dave Chappelle and curious cats made Roomba a household name
edited by Torie Bosch. Published by Princeton University Press. Copyright © 2022. All rights reserved.According to Colin Angle, the CEO and cofounder of iRobot, the Roomba faced some early difficulties before it was rescued by two events. The disc-shaped robot vacuum had gotten off to a hot start in late 2002, with good press and a sales partner in the novelty chain store Brookstone. Then sales started to slow, just as the company had spent heavily to stock up on inventory.
The Pepsi ad and the cat videos appear to be tales of early days serendipity, lessons on the power of good luck and free advertising. They also appear at first to be hardware stories— stories of cool new objects entering the consumer culture. But the role of the Roomba’s software can’t be underestimated. It’s the programming that elevates the round little suckers from being mere appliances to something more.
And all this knowledge, limited as it was, had to be stuffed inside a tiny chip within a small plastic frame that also had to be able to suck up dirt. Vacuums, even handheld versions, were historically bulky and clumsy things, commensurate with the violence and noise of what they were designed to do. The first Roomba had to eschew a lot of the more complicated machinery, relying instead on suction that accelerated through a narrow opening created by two rubber strips, like a reverse whistle.
You’d be in good company if you once assumed that the arrival of the Roomba would open the door to an explosion of home robotics. Angle told me that if someone went back in time and let him know that iRobot would build a successful vacuum, he would have replied, “That’s nice, but what else did we really accomplish?” A simple glance around the home is evidence enough that a future filled with robots around the home has so far failed to come true.
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