If you program java, or c++ you know how tedious typing the same thing over and over again can be. While this is being marketed to gamers, and the application is obvious there, the "Every key can execute one command or a string of commands." A string of commands can be anything from "ctrl+c alt+tab ctrl+v" or "system.printf" so not only is this cool for the WoW gamer who needs 15 bars on his screen, this is also cool for the programming or heavily mediated. Saving pictures? Right click, hit button, hits the save key, puts in a directory, hits enter. The possibilities are endless. I know I'm getting one.