It takes a half-turn to seal the cap on a milk jug. Perhaps you’ve noticed.
A few years ago, Research & Development teams in the milk jug industry designed a cap that required a mere quarter-turn. A major technological breakthrough if there ever was one. Think of the bodily wear-and-tear that would be saved by such an innovation.
But it flopped. Consumers felt like it wasn’t sealing the jug tightly enough. They wanted to keep turning.
So this great new invention was discarded, and society returned to half-turn caps.
