Somehow I don't think these red or black "Supercool" lamps will catch on. Neat idea, but...The key selling point is that they are flexible - both adjustable in height and rotatable, through 360 degrees. You can see more detail on the hansandfranz website.
"Designed by Germany's hansandfranz for Macrolux, writes Technabob, the Supercool lamp features a dynamic, adjustable structure that lets it fit just about anywhere. The structure of each Supercool lamp is based on a telescoping aluminum pole that can be set to a wide variety of heights and angles with ease."


Why won't they catch on?
Purely subjective view, Rob. Just don't see what the 'stickness' really adds. Reminds me of a standard lamp I kept without its base, always leaning and propping itself against things. Seems provisional, temproray, insubstantial. Only my opinion, of course.