The PopSocket craze is slowly dying out and the company is looking for new ways to stay relevant. Enter whatever this thing is.

Designed to work with your current PopSocket, this PopGrip encloses your AirPods in a soft rubber sheath, allowing you to access them as needed. Why you’d do this is still unclear but hey, different pops for different sops?

To add insult to injury, these guys are $20 each.

Given that the product is easy to counterfeit and that other companies are already making superior products, I can’t imagine the company will last much longer outside of existing as a patent troll. Add in products like this one and you’ve got a perfect storm brewing.

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By John Biggs

John Biggs is an entrepreneur, consultant, writer, and maker. He spent fifteen years as an editor for Gizmodo, CrunchGear, and TechCrunch and has a deep background in hardware startups, 3D printing, and blockchain. His work has appeared in Men’s Health, Wired, and the New York Times.