A too-innovative toaster?

An April 2007 Consumed column used toasters as a case study in the question of innovation vs. novelty. Seth Godin offers an amusing smackdown of an unnamed toaster that apparently was a little too innovative for its own (or the buyer’s) good:

Here’s what I have to do to use it:
1. Choose the number of slices, and bagel or bread.
2. Remember whether it counts the slices from the left or the right (the left).
3. Insert the bread.
4. Push down the handle.
5. Choose toast or defrost.
6. Make sure the darkness level is right. (This doesn’t count, because it usually is).
7. Press on.
8. Wait till it beeps.
9. Lift the handle I pressed in #4.
10. Turn it off.

He’s not happy.