In the latest instance in the miserable litany of tech companies trying to make themselves cool by linking themselves to figures from popular culture, Intel has appointed will.i.am of The Black Eyed Peas (a popular beat combo, apparently) to the post of director of creative innovation.
Speaking at an Intel sales and marketing conference in California, will.i.am said: "When I see an Intel chip I think of all the creative minds involved that help to amplify my own creativity."
Bet no one else thinks that - just goes to show how innovative he is.
Of course, it's easy to see why Intel were attracted to will.i.am as he has already demonstrated his creative innovation credentials with the way he spells his first name. Sheer genius.
We look forward to will.i.am demonstrating his appointment is not a sili.con. Perhaps with some innovative code names for future products? After all, Sandy Bridge is a bit boring. It's old name Gesher should have been changed to Ges.her.wait, Katmai might have been called Mai.kat and Deschutes could have been Des.chutes.beer.cans.