Yes, that would be a because its a solution for a problem that only exists in the UK, because nobody (?) else uses three pin plugs. So I doubt very much the plan was to storm the American market with it.

The Swiss, Denmark, Israel, India all use 3 pin plugs.
Whether or not this solution is going to be ok for their particular layouts, I really don't know.
Or care in fact.

It's a plug adaptor.
He'll sell loads, make a bucket of cash with which he can go on to do other things.

I decided to take a closer look and discovered that it is really only useful for low amperage items like smart phones, Kindles and ipods.

Yeah, they do actually say that on the website. Apparently they're working on a higher amperage version but I'm kind of sceptical about that. You can't get round the laws of physics as they apply to power transformation so they may be struggling to fit a higher Amperage charger in an equally thin package. The original design wasn't about USB charging per se, it was about reducing the volume of the three pin plug. And making something you won't swear at if you accidentally step on it.

Mind you, I think the devices you list are a pretty large chunk of the devices people will want to charge via USB. It will also charge my first generation iPad and I think it might charge the later ones provided they're asleep at the time.

I don't see the fact it's not a universal panacea to charging issues is a failure on its part. It's designed to do a particular job and it does it well.

The problem with cheap Chinese version of things like these is that they tend to be absolute death traps.

I can't find it at the moment but there was an article in which a guy did a teardown of a cheap rip off "Apple" charger.

He discovered that it was so badly wired and put together that it could catch fire at any time.

Well there are certainly many who do not need anything more complex. If there were a slightly larger version that eliminated the protruding prong and had a second USB socket, that could give it enough space for the transformer and keep its simple shape. By having two USB slots it could allow people to power up a Tablet and phone at the same time.

Cheaper alternative

http://www.amazon.co.uk/Thin-Charger-21 ... 741&sr=1-1

http://www.thinplug.com/

£25 is too much IMO

It's an alternative, I'll give you that. From the look of it, it might even possibly not kill you.

Seriously though, it looks like something a bloke knocked up in his shed using some old kettle flex and a few nails.

Agreed, it does look like a safe alternative and it is definitely cheaper.

But I can't really see the average smartphone user buying one. It might be more suited to a guy who has an electric drill and needs to hold the plug in his pocket or something...

There are two products. The Amazon link is to the ThinCharger (not ThinPlug) which is a 2100mAh USB charger akin to the Mu Plug. I'm not sure how this relates to drills?

OK, maybe that was more specific to the other. What I meant is that I think a lot of what people will look for when buying something like this is the looks of it too. The MuPlug looks very iPhone-y whereas the thin plug looks more like one of those outdoor plugs that locks into a plug with a little flap over it.

Having said that though, this is a cheaper alternative and looks like it isn't just a cheaper build just a different design.

The Mu looks a lot better than the thincharger, but the price difference is quite substantial.

*shrug* you get what you pay for.

Very true but I would pay the extra for a Mu over the thincharger. If the Mu had more powerful USB recharging and dual ports it would be better value.

A fool and his money are soon parted.