They suffer from being heavier than conventional derricks and consequently are not usually found in offshore environments, where weight is more of a concern than in land operations.
In the next couple of years, the businesses that thrive will be those that are tight with costs, careful of debt, cautious with cash flow and extremely attentive to what customers want.
Perhaps faintly, they hint that people should look to intangible qualities like character and intellect rather than dieting their way to size zero or wasp-waist physiques.
His insistence on putting users first, and focusing on elegance and simplicity, has become deeply ingrained in his own company, and is spreading to rival firms too.