It's 2016, and we have self-driving cars and sleek phones that double as cameras. So why has no one has designed a better breast pump in the last 20 years?
That's the question one company has asked - and answered. With its new pump, Babyation vows to "revolutionize the way mothers pump milk." And goodness knows, a revolution is overdue.
When you consider that the pump was invented in 1854 (and wasn't used outside of hospitals), not a whole lot has changed since.
And yet modern moms - a huge proportion of whom work outside the home - increasingly rely on pumping as a means to feed their babies. The pumps on the market are often loud or cumbersome, and to use them working mothers must hide away in a cubby.
So what gives?
At last the pump is getting with the times. Babyation's prototype fits discreetly under clothing, using a shield that sits inside your bra, obviating the need to whip out your breasts in said cubby.
Plus, the pump is completely customizable and controllable via a smart phone app.
The Kickstarter campaign has already met its $50,000 goal, so expect this dream to become a reality next year. As with any "revolutionary" product, though, moms can expect to pay a premium.
The new, game-changing pump will cost *brace yourself* around $584. But for some moms that is a small price to pay to have the Rolls Royce of breast pumps at your disposal.