Milo is a hands-free voice communicator for people moving too fast to use a phone — kitesurfers, skiers, mountain bikers. Mesh network, no cell signal, no buttons to press.

The difficulty is that Milo's value only exists in motion. You cannot demonstrate a hands-free conversation at thirty miles an hour on a web page, and the people most likely to want one are the least likely to be sitting still reading about it.

So the site doesn't argue for the product, it teaches it. Connect, clip on, head out — three steps, each given its own full section, each shown as hands doing the thing rather than a diagram explaining it. By the time you reach the price you've already rehearsed owning one.

The rest follows from that. Action photography rather than product photography, because the device is a small plastic pebble and the situation isn't. Named colourways, because naming an object is the first step to owning it. And the mechanics section drops to a dark ground so the demonstration reads as instruction rather than advertising.