The iPod accessories market may have just hit a new low. For Tivoli Audio has chosen to dub its new dockable iPod stereo the iYiYi - which is exactly the phrase you use when you find out what it's called.
Tom DeVesto, chairman of Tivoli Audio, evidently has no shame. He said in a prepared statement:
"With all the 'i' products on the market, it was time to produce the iYiYi digital home entertainment system as a consumer electronics product that once again distinguishes Tivoli Audio from all the others."
The company has certainly managed that.
Silly name notwithstanding Tivoli Audio does have a good reputation for making iPod boxes, so we expect the iYiYi (shudder) to deliver good sound quality for its $300 (£155) asking price.
Key features include compatibility with all current iPod models including the new iPod nano and iPod video, and the iYiYi also includes an RDS FM/AM clock radio with alarm and a credit-card sized remote.
Perhaps it's just as well that this product is likely to be squirreled away into people's bedrooms. You would perhaps be a little embarrassed to justify your buying decision when your friends and family come around.