This new tilting bookshelf puts form and style way above function. It doesn't totally fail as a bookshelf, but we'd suggest you don't put any family heirlooms on top.

Rob Walker at Murketing calls this an example of "counterfunctionality." It's designed to be less than optimally functional. Like a watch without hands.

So, why?

A professor of marketing at Wharton says that "Counterfunctionality is precisely what makes such things effective identity markers." In other words, embracing a counterfunctional design communicates something unique about you.

Rob Horning at Marginal Utility says: "Exactly, it screams loud and clear that you are an idiot."

That seems a little harsh. Wearing sweatpants every day would be really functional, but that may not communicate the message you want either.