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Samsung calls selfie stick users 'cave people'

Technically Incorrect: In a new ad for its Galaxy S6 and S6 Edge, Samsung mercilessly mocks those who stick their phones on the end of a stick.

Technically Incorrect offers a slightly twisted take on the tech that's taken over our lives.

Cave people, that's what we've become. Samsung screenshot by Chris Matyszczyk/CNET

There are those moments in life when tiny breaths of fresh air suddenly strike and make us feel not alone.

I feel this way after hearing words uttered by Samsung in a new ad.

No, these words aren't: "We're exploring a merger with Apple." Nor are they: "We admit that smartwatches are just our way of trying to get you to look silly."

Instead, in the middle of a lament about people struggling to take wonderful selfies, Samsung says: "This is what it's come to. Human sardines packing into tiny frames, carrying around sticks like cave people."

I have long campaigned against the visual and moral blight on the world that is the selfie stick.

Finally, a corporation admits that seeing one of its products perched on the end of a selfie stick is the equivalent of witnessing a naked hairy man urinating in your front garden, while eating one of your hydrangeas.

Once I heard these words, I found it difficult to focus on the rest of the ad. It's selling the Galaxy S6 and S6 Edge's remarkable selfie-taking capability sans stick, I believe.

But I will now forever interrupt someone who's waving a selfie stick in my face, as if it's a wand of self-regarding wonder, by making grunting noises.

That's the only caveman language I know.