Tony Fadell on Nest's Approach

http://www.theverge.com/2013/10/8/4790896/nest-protect-smoke-detector

“We’re about reinventing unloved categories,” says Fadell. He can’t stop smiling as he shows the Protect to me. I’ve come to know that smile in the past two years. It’s how Tony looks when he feels like he’s made a winning bet.