I'm not much of a fan of comic book super heroes, but the flashy previews for Marvel's Iron Man drew me in because I love fast cars, cool military gear and planes. What was really impressive was the collaborative design environment in the mansion's basement. The multi-panel wrap around displays, voice driven AI, integrated robots, concept-to-design-to-build-to-test, version control , etc., all wrapped together gave me a severe case of "shop envy". I really liked the ability to "reach into the design" to try it on before building. I want one!! His personal testing methodology left a lot to be desired (looked pretty painful!).
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