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Get Real, Google. The Pixel Is Too Pricey

I'm baffled by the fact that Google thinks it can charge $1,299 for its new Chromebook Pixel.

February 22, 2013
Chromebook Pixel

I cannot help but wonder if Google has gone mad. Is it April 1? Nope. Am I dreaming? I doubt it. Then what's going on?

I'm talking about the new $1,299 Google Chromebook, dubbed the Pixel. It is nothing more than a souped-up dumb terminal. This idea is fine—in fact, I recently praised it—but that was when it cost around $250.

Was there some irrational demand for a pricey cloud computer? Were the Google executives hounded because the regular Chromebooks were "too damn cheap"? When did that ever become the tech lament?

Oh, and let's make this more ludicrous by discarding the trend toward 16-by-9 aspect ratio and using 3-by-2 so we can look both weird and clunky, too. It also has a touch screen for some unknown reason. Even if you hacked the device and made it a Linux box, it would still be too expensive.

I must be missing something. I can get an incredibly powerful ultrabook for less money. And if you want this thing to hook directly to LTE, it costs $1,449. I can hook to LTE with my ultrabook via tethering for free.

I figure something must be up. Google has habitually made wise decisions, so what could this lunacy really be all about? I have some ideas.

1. Test – This could be a pure marketing test to see how many idiots are out there. Perhaps it is to build a "suckers" mailing list. Anyone who buys this device has to be on that list.

2. Honeypot – Perhaps Google is trying to trick Microsoft, Apple, or Lenovo into believing there is a market for this product. Ford, some years back, similarly showed a prototype of a six-door SUV to bait GM.

3. Executive Delight – There is always the possibility that this was some executive's idea. One guy really likes the Chrome OS and the odd aspect ratio. There will be a limited number made for a few executives. Every so often, a company will do this for some insiders, no matter what it costs the company to develop.

4. Silicon Valley Insanity – Over the years, numerous network-attached terminals and cloud computers have come and mostly gone because they were overpriced compared with a more powerful PC. This never made sense to me. Now I must conclude there is something in the water that allows this to happen over and over. Move the company to Wyoming before it is too late!

5. Someone Lost a Bet – Someone lost a Super Bowl bet and had to humiliate the company with this exact device.

6. Blame Microsoft – Some spy from Microsoft managed to sneak into the company. Perhaps Larry Page was replaced with a body double. This would explain his inability to speak for a month or so. It wasn't Larry and his voice would have betrayed him. Someone should try and pull off Larry's face and see what happens.

7. Corporate Brain Hiccup – It was a moment of complete and utter corporate insanity.

This last option seems like the probable answer. That tells me that the company has been filled up with Yes Men because someone along the way should have stopped this idea from becoming reality.

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About John C. Dvorak

Columnist, PCMag.com

John C. Dvorak is a columnist for PCMag.com and the co-host of the twice weekly podcast, the No Agenda Show. His work is licensed around the world. Previously a columnist for Forbes, PC/Computing, Computer Shopper, MacUser, Barrons, the DEC Professional as well as other newspapers and magazines. Former editor and consulting editor for InfoWorld, he also appeared in the New York Times, LA Times, Philadelphia Enquirer, SF Examiner, and the Vancouver Sun. He was on the start-up team for C/Net as well as ZDTV. At ZDTV (and TechTV) he hosted Silicon Spin for four years doing 1000 live and live-to-tape TV shows. His Internet show Cranky Geeks was considered a classic. John was on public radio for 8 years and has written over 5000 articles and columns as well as authoring or co-authoring 14 books. He's the 2004 Award winner of the American Business Editors Association's national gold award for best online column of 2003. That was followed up by an unprecedented second national gold award from the ABEA in 2005, again for the best online column (for 2004). He also won the Silver National Award for best magazine column in 2006 as well as other awards. Follow him on Twitter @therealdvorak.

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