David Brown

And to do that, he needs virgins.

you might be wondering, why would Spiegel want to pursue this tricky sector now?

After all, the conversation around tech-enabled eyewear has been entirely dominated by Glass, and the results have been mixed at best.

Initially, Glass got off to a promising start.

In late 2012, fashion designer Diane von Furstenberg incorporated a few pairs into her runway show.

Shortly thereafter, Time magazine called Glass one of 2012's best inventions.

In spring 2013, Google started rolling out its Explorer program in a handful of cities.

Pre-approved purchasers could pick up their glass by appointment only in San Francisco, New York, London, or L.A.

The experience was high-end.

Buyers were given drinks and the royal treatment, and a personal tutorial on the complex $1,500 device.

Glass stayed exclusive for most of the next year, too.

The glasses were spotted on celebs like Oprah, Bill Murray, and Beyonce, as well as world leaders like England's Prince Charles and Spanish President Mariano Rajoy.

Glass did briefly become available to the general public for a few isolated days in spring 2014, but the relatively limited stock sold out quickly.

And then the backlash started.

A small subset of Glass users started getting a bad rap for their entitlement, including recording in public without permission.

In response, movie theaters and casinos swiftly banned the device, and a salty new nickname sprung up around Silicon Valley, the so-called Glasshole.

Yep, Glasshole.

The glasshole problem became so bad that Google itself had to issue a courtesy guide for its product, urging users to always ask permission before recording.

It also advised you to stop spacing out and staring rudely at your display while ignoring the people around you.

The courtesy guy didn't seem to help much.