Scots entrepreneur Duncan Bannatyne has criticised the new invention from Dyson - wondering if it is an April Fool.
The former Dragons Den's star, who has invested in many innovative businesses over the years as a mentor on the BBC show, wasn't convinced by the company's latest object.
The vacuum giant is mostly known for making handy dryers and hair care products but unveiled its latest invention yesterday - Dyson Zone, a futuristic take on headphones.
The sci-fi looking product comes with an air-purifying visor and has already been compared to the mask worn by Tom Hardy's character Bane in Batman sequel The Dark Knight Rises.
Dyson said it spent six years researching the system and developed more than 500 prototypes before getting to the final version.
Taking to his Twitter Duncan admitted he thought it was some kind of joke object.
He told his followers: "An April fools joke released too early?"
He wasn't the only one to think it, as one fan agreed: "Surely has to be!"
Another suggested: "Dyson, rhymes with Die-Soon... mmm - no pun intended..."
A fellow Scot claimed: "I’m not joking I contacted Dyson in very early 2021 about such an idea. People laughed at me then.
"I knew these were the future. I should still have the corespondents. They owe me millions."
However, another pointed out: "If you read the article they've been developing this since 2016."
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