The digerati moved on.

Next we had the letter 'I.'  Who hasn't heard of an iPod, iRiver or an iPhone.  Again, the prefix implied something new and wonderful in the Internet age.

Readers are welcome, at this point, to insert any other devices or concepts with their own 'E' or 'I' that fit the same mould.

'Devices or concepts.'  That's the key here.  The prefix letters suggest technological improvement with credence in the digital age.

We also have versioning, who buys a product with v1.0 after its name?  If it's V2.0 it MUST be better, right?

So, when Kraft boldly went where no lunch spread had gone before and used their time during the recent AFL Grand Final to tell us the new version was to be called iSnack 2.0, we all said hey wow, you've ticked all the boxes... and understood none of them.

Yes, I realise I'm helping to spread the word (or is that spread the spread) by talking about the whole campaign, maybe it will work in their favour.  Probably not.

But, as I sit and write, the words from the iconic men at Work song keep swirling in my head: "she just smiled and gave me a (Vegemite / iSnack 2.0) sandwich." 

The song's writers Colin Hay and Pete Ham must be cringing and hiding under a blanket in their metaphorical Kombi.