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What might this G-NUSMAS be? In Samsung's own words it's an "invader." More precisely, a "whimsical invader."
I'm not sure how keen many people are on invaders, no matter how whimsical. G-NUSMAS, however, seems to have accidentally pressed a button and ended up invading Earth. No intelligent alien would surely come here voluntarily.
Still, Samsung seems to have hired him/her/them/it. Indeed, G-NUSMAS is now a top-secret engineer at Samsung "helping the company develop innovative technologies that both inspire creativity and empower users."
Beat that, Mr. Cook.
What? You're going to turn up with E-LPPA to counter the power of G-NUSMAS? I'm not sure E-LPPA rolls off the tongue quite as Apple might like.
But wait, I hear you whinge. Why is Samsung suddenly launching this being?
Samsung explained that it all started as "a joke that people make whenever Samsung releases a new, unique product -- that Samsung must have hired an alien being to design and develop its innovative technologies."
Perhaps you, like me, missed that joke. Perhaps you think, like I do, that the Z Flip 4 is a gorgeous little phone, but one that surely took its inspiration from the flip phone rather than anything on the Planet Plim.
All right, it started as a joke, but what is G-NUSMAS' role in our society? Apparently it's to "connect with younger generations, specifically Millennial and Generation Z consumers."
Some millennials are in their 40s. Will G-NUSMAS be able to speak to them? It depends on what's said and how, I suppose.
For its part, Samsung would like you to prepare for more videos -- beginning Sept. 2 -- detailing, for example, the birth of G-NUSMAS. Does Gen Z really want to see that?
Please don't worry too much. Once we're through the birthing scenes, G-NUSMAS will dance sing, dance, and interact with Samsung devices.
It won't be that different from the iPhone event, then.