Chris Anderson, longtime editor of the nerd-journal Wired, has taken up residence in San Diego as the CEO of 3D robotics, a do-it-yourself drone company that is seeking to put a user-friendly face on an industry normally devoted to the invasion of privacy and the remote delivery of deadly force. "Nobody likes the thought of innocent civilians getting bombed by robots," granted Anderson. "But at the same time, nobody denies the fact that sometimes, Facebook-stalking just doesn't yield enough data about your ex-girlfriend. For that, you need something like The Hoth; it's perfect for long-range surveillance and data collection."

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"And if you're serious about keeping track of where your teen is really going on Friday night, you can't go wrong with The Belly Bug. Inspired by the tracking device used in The Matrix, the bug actually fits inside your kid's navel. Wherever their midriff - bared or otherwise - goes, you'll go too. And of course, our company app provides real-time updates, right to your smart phone!"

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Anderson granted the fact that both of his devices were based on tools used by fictional villains. "But remember," he argued. "Batman hacked every cell-phone in Gotham in The Dark Knight, and we all cheered! So clearly, it's more a matter of branding than anything else. We're thinking of renaming the company 'Little Brother.' Just like Big Brother, he's always watching, but he's not as, you know, threatening about it. He's just curious, is all."

http://sandiegoreader.com/users/photos/2012/nov/05/34975/

Anderson in test-market ad for new company.