Folding plug

I'd heard of the folding plug that's won a design award recently. I'm sceptical of that sort of thing - folding bicycles, for example, are always a bit rubbish. But looking at pictures of the plug I'm converted. I want some!

Ever trodden on the prongs of a plug? Ouch! Wouldn't happen if you'd folded it up.

Note for foreigners: plugs outside the UK are often pretty flat to begin with. Lucky you.