I believe that most of what Jesse Schell had mentioned in his video is plausible to come into existence in the near future. Advancements across all fields of technology have been largely expanding, especially when it comes to the topic of gaming and advertising. Although Schell’s idea of mini-screens on soda cans may seem far-fetched, technological components are becoming more cost-friendly, enabling even companies with low-cost products to incorporate new technology into their already existing products. The cost of these components is relatively low, for there is an abundance of parts made in order to satisfy the demand. The inexpensive cost of these components is what ideally gives them the opportunity to become incorporated into  simple, day-to-day products—much like a soda can or even your average paper coffee cup. Creating a computer interface on the can itself would also undoubtedly increase advertising amongst brands, for brands would have the chance to showcase paid adverts by other brands on their products, therefore reaching out to a separate audience. This idea of advertising could completely change the way we look at products, modifying not only the shape of the original product, but also its original purpose.