So, it's not surprising that his startup is taking on Google's famed Glass at one of its more vulnerable pressure points: the embarrassment factor.
Although he says he doesn't want to criticize Google Glass too much, as it isn't a finished product, Mack told me: "Our biggest competition is Google Glass but our approach is different, because we focused on creating a device that people don't mind being seen in."
Translation: Laforge's Icis is Google Glass for real human beings. You know, the ones who bathe in the power of the superficial, as well as the serious.
Still not wishing to criticize Google Glass too much, Mack told me: "Style is a subjective thing and currently the bar is set pretty low."