It seems like all you need now to breathe life into a staid image and lacklustre set of products is a 2.0 suffix, Sneak reckons. Dell launched its Dell 2.0 strategy last year in a belated attempt to combat customer dissatisfaction and improve its internal processes, and now beleaguered computing giant HP is doing the same.

In a stunningly unoriginal piece of PR spin, the firm has decided to name its latest strategy "Print 2.0", no doubt hoping the association with Facebook, Flickr and all things hip, will rub off on the gullible public. Alright, there is a vaguely webby/Web 2.0 element in this – HP will offer web-based printer technology – but that has done little to assuage Sneak's grumbling cynicism. Bah humbug.