As predicted, Sony Ericsson’s great announcement for September 21st was underwhelming; it was so underwhelming, in fact, that I forgot all about it. I didn’t even think to look for it until today when I saw a drawing that vaguely resembled the creepy dude from the original website.

So what was the big announcement? Earbuds controlled by your ears! If it sounds confusing, that’s because it is. One big confused mess that reminds me just how out of touch tech companies can be. The new headphones, called the MH907, work by sensing how many buds are in your ears. Plug in two headphones and your music starts playing. Unplug one to pause your music. If you get a phone call you can take out both earbuds and then plug one back in to answer. To hang up, pull an earbud out, then put both earbuds in to start the music back up.

I think everyone has the same question here: why invent a product that requires a string of gestures to replace one-click functionality. You know what I do if I’m listening to music on my phone and I need to pickup an incoming call? I press “Answer Call.” Just once. To start my music back up, I press “Play.” That’s it. No plugging and unplugging. No pointless ad campaign to point out a worthless product. Just one of those button things we’ve been hearing about for so many years.

We can pretty much guarantee this latest marketing campaign from Sony Ericsson will end in all sorts of fail. It starts with a web campaign, apparently called “Put Your Ears In Control.” The site features a goofy looking animated character with just one sentence across the screen:

Come back here on the 21st of September to see how the way you listen to music changes forever.

I know this sort of language isn’t exactly rare in the tech world, but give me a break. Forever? Hell, changes? This would have to be something truly radical to make the kind of impact the webpage suggests. I literally have no idea what Sony Ericsson could be talking about. Even if Sony put all the power of the Walkman behind whatever device will probably be launched, it still wouldn’t change much, and most certainly not the way I listen to music or the forever of that hobby.

Check back on the 21st for more of me mocking Sony Ericsson for making ridiculous statements about an underwhelming device.