Technically Incorrect offers a slightly twisted take on the tech that's taken over our lives.
I'm about to change your weekend plans.
The minute you see this, you're going to be rounding up a few friends, overdosing on sugary drinks and rampaging through woods and fields. All in pursuit of a flying object.
For here is Mountain Dew, the drink that powered a thousand lumberjacks to chop down one more tree, launching a new sport: drone hunting.
The idea is simple.
You get on your fine dirt bike. You release the drone. And it's just like the Brits when they put on their regalia, mount horses, blow their horns and chase foxes. Well, that's illegal there currently, but they still do it.
You might wonder why Mountain Dew is getting involved in something so curious. It's just a backdrop, Ad Age tells me, for its new sponsorship of a drone racing series, organized by DR1 Racing.
This merry wheeze will involve 12 drone pilots facing down "a gauntlet of environmental and man-made obstacles."
We all face down environmental and man-made obstacles every day. In the case of airline pilots, some of these man-made obstacles are called drones.
I fancy, though, that drone racing and, indeed, drone hunting will become standard pursuits in many parts of the world.
It's unclear what happens when you catch the drone. Do you hang it over your mantelpiece, so it can forever be admired by dinner party guests?
Do you release it back into the wild, ready to be hunted again?
There are clearly some dilemmas to be sorted out. However, I see ESPN featuring this in the very, very near future.
It's perfect Sunday morning TV, surely.