At the tail end of 2011 PrintWeek ran a story about an idea for a new home printing device geared at printing out personalised internet content, the 'Little Printer'. Praise rolled in for this "cute" and "charming" idea. Berg, the developer, describes it as "like having your own printing press, newspaper and a dog to fetch it for you, all in your front room." It prints and it's cute. What's not to like? More than 60,000 people, including yours truly, felt likewise and signed up to learn more as the concept came to fruition. Yesterday an email arrived saying that after many months of development work, the Little Printer was now, well, another two months away. But it's available to pre-order so please send Berg some money now. Little this printer may be, but the price is anything but. £199 plus delivery! The reaction here at PrintWeek Towers was of general disbelief. "£200? You have got to be kidding", and "I'd probably pay £40 tops. £200 consigns it to neat ideas that should never have gotten past the business plan". Oh, and "that is the daftest thing I've ever seen." I still want one, but... Perhaps Berg hopes that Apple has laid the ground and effectively done the necessary brain training of its target audience, to the extent that enough purchasers will stump up this sum without a murmur. In the realm of product development and pricing, the Little Printer is going to provide a big lesson one way or another. Perhaps we should have a whip round and get one for posterity's sake?