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um....there is a reason the key has a head on it...it's so you have something to grip when trying to turn it...I aint saying it's not possible with this new key - just more difficult...If this is a great idea then let me be the first to propose removing the handles off of tea cups....just as clever....no doubt he'll still make a mint regardless of what I think :)
> If this is a great idea then let me be the first to propose removing the handles off of tea cups....just as clever....

Actually, it's funny, that is a clever idea and it's exactly why key-plus-ring is popular: Aesthetics. Specifically, minimalism. Less stuff. Less bulk.

It's not desirable in everything, but here is an example of your handleless tea cup:

http://www.jollygoodtea.com/ProdImages/206-050green-tea-cup....

I think it's pretty, but I do like classical East Asian minimalism and modern minimalism.

But other designs can be nice too - highly functional and somewhat spartan can be great. I also like really grandiose Victorian stuff, like a big sturdy wooden desk with a globe on top of it and paintings and brass fittings and craziness everywhere.

So minimalism/less stuff isn't the only way, but enough people do that this will sell well. I gave myself a light kick for not thinking of it first.

Less stuff. Less bulk.

Can't see that. Imagine getting rid of the regular key-ring and just attaching a bunch of these new-style keys to one another. See what an unwieldy blob that gives?

And about bulk. Excuse me but what kind of key-ring do you carry? Mine weighs all of half a gram or less...

Excuse me for being obtuse, but is the key sticking out at all times while you are wearing the ring? Does it fold out or something? Is there a picture of someone wearing this?

I don't see any way in which this is practical (although the cool factor is indisputable).

I would have to see one to test its durability and see how awkward it is to use. Nevertheless he is selling a stake in the Split Ring Key Blank Intellectual Property (patent) and gotten plenty of press.
Their other designs are also innovative, "why didn't I think of that?" stuff. It really shows the power of being present during your daily interactions, and observing the things you do over and over.

Take their twist on the toothbrush: http://www.amronexperimental.com/BRUSH_AND_RINSE.html

Simply brilliant.

I'm dubious how well this functions in practice; won't the keys on the key ring be turned perpendicular to this one?