Switch - bridging the gap between electronics and females

Today WMMNA features an interview with Alison Lewis, former student of the Parsons School of Design. You'll read all about that on WMMNA. I'd like o have a closer look at Switch. Somehow this gives me a perspective to get my girlfriend understand me a bit more, but certainly just a bit more. Interesting about Switch is it's focus on electronics and design from a female view point of view. Featuring a future growing DIY section this site is already interesting for male geeks as well (in case the girls in the videocasts didn't do yet). Anecdote from the 'Live at CES' episode at 4:27 a faire agent responds to the question "what get's you excited about technology?":
"Technology usually was very male oriented but we try to make technology as simple as possible so they are very easy to use - so female consumers would really love them."
This one's not necessarily from the bleeding edge of gender studies discourse but very interesting though to see how the project gets easily confronted with issues they're trying to disprove within one of their first reports. On the other hand I like the way Switch communicates. It doesn't look techy, it doesn't look androgyn. It looks female all the way.
Hey ladies, team up with the processing and arduino guys! In case you'll offer exclusive pink arduinos and a reskinned wiring/ processing software (pink of course) - I'll be one of your first customers! Nah, seriously!!!
Check out the DIY voice recorder the CES epsiode and the current feature of My Beating Heart.

Whoever get's in contact to finnish design history sooner or later will stumble over 
