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The new VAIO fit changes into three different viewing devices by folding along a single line. The press release for the product chose an inspirational design from the ancient Japanese origami concept of folding shapes and of how a single line can transform into many different packages. The promotional material shows the value offered by VAIO fit, represented in various shapes: calligraphy (the value of Japanese tradition), seeds (the value of creativity), incense (the value of sensual stimulation), paper building blocks (the value of play), and an egg (the USB drive holding press release data).