'New!' — Color Changing Egg Timer

I guess if you've just returned from a trip to the outer planets it might be new, but I must say that I had one of these at least 15 years ago.

Works fine.

But why the "New!" (in red italics, no less, in the paper catalog I'm looking at)?

Seems to me that when you use that term it should apply to the great world rather than your own behind-the-times website or store.

But what do I know, anyway?

I'm just a brain-dead anesthesiologist who's inadvertently breathed too much unscavenged waste gas over the years.

From the website:

Color Changing Egg Timer

Soft, medium or hard-boiled, this innovative egg timer calculates the correct cooking time, every time.

Place it in water with eggs.

As the eggs cook, color changes from red to purple on the easy-to-read scale.

Dishwasher safe.

Reusable.

...................

$4.95 (eggs included. Haha, just checking to see if you were still awake).