ANDREW CHEN is a senior guy at Intel's R&D division and told us that he wants to explain vectors that will help "chip away" obstacles to every day sensing and receiving.

There are three pillars to this - Intel wants great people, wants to openly collaborate with boffins, and have expertise that spans sociology and other soft sciences.

Not media studies, we notice he didn't say. Chen said Intel had a deep introspective look at what was happening, sort of contemplating its own belly button, and came up with a marketing slogan called "Essential".

Intel wants applications that are the essence of life such as emotional happiness, your collateral of photos, the essence of your life. While computers have been "empowering" they've been "frustrating".

Essential computing means PCs will be more robust. We want Andrew to say that it will produce a better operating system than XP or Vista, but he's not going to do that, is he?

Intel wants to participate in the spaces between things and in mundane personal pursuits and what people call fun. We wanted Andrew to use the word " sex", but we hoped in vain. Intel is about innovation, not about f****** innovation.

He did talk about manipulating images with beautiful quality but there are a new class of things that involve complex analysis and optimisation like flight times.

C'mon Andrew - tell us that Intel will produce a better Windows than Windows. We need one. That really would be innovation and would affect our everyday sensing and receiving.

It might even be better than sex - which we have heard of, a long time ago.