This twisty power tower charges your smartphone from 17 feet away →

"Nikola Tesla actually invented wireless electricity years ago, and even drew up plans to coat the entire planet in a blanket of free, wireless energy for the masses, though it never quite took off. Still, the principle here is the same. It’s based on resonant electromagnetic fields which are wirelessly transmitted between two resonating coils - one in the XE tower itself, and another in an accompanying case, attached to your existing smartphone."

From a marketing perspective, they're going to have allay fears about zapping power to a device and cancer.