I think this will be pretty standard soon - it means I kea have to do extra work updating the content for different seasons etc, but the catalogue has a longer shelf life. It works on multiple devices, and gives them the potential to do live cookery shows and other stunts, within the catalogue.
It seems to be US only, but I assume it would be easy to use the same technology around the world.
They have produced the catalogue as an app for a few years; this moves it on a bit, because catalogues occupy physical space in the house (& therefore act as a reminder that they exist), and are also more touchy feely.
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