Everyone's so obsessed with being thin these days. Just the other lunchtime, we decided to stop after only the third steak and kidney pie, so concerned were we about keeping our slender silhouette. The gadget world is just the same: Kodak reckons the Kodak EasyShare M590 is the thinnest camera around with a 5x optical zoom.
That's too much pressure for a young camera. Everybody's so obsessed with how a camera looks, no-one ever thinks about how it feels.
The 14-megapixel point-and-shoot packs a 69mm (2.7-inch) screen. The focal length of the 5x zoom lens is 35-175mm, equivalent to a 35mm camera. It's a sleek-looking camera, but we're not keen on the flappy paddle zoom control.
It's designed for sharing and social networking: press the share button and choose where you want to post your pictures and videos. There's no built-in Wi-Fi, but when you next connect to a computer the snaps are zapped to your chosen sites, including Facebook, Flickr and YouTube. You can also email pictures to a 10-inch Kodak Pulse Web-connected touchscreen picture frame, also announced today.
Unusually for a camera, the M590 records stills and videos to microSD card, as well as larger SDHC cards. microSD cards are used by many mobile phones, so this could mean you don't have to have different types of memory card cluttering up the place.
The Kodak EasyShare M590 arrives this month in silver, red or purple, and will cost £170. When it gets here, we'll tell it to cheer up and have a pie.