When Dyson announced it was entering the toothbrush market , the world responded almost as one: “Four hundred and twenty pounds? For a toothbrush!?”

No, it wasn’t a stray decimal point – or if it was, Dyson is doubling down and leaning into the mistake. Unlike high-end brushes from Oral-B or Philips Sonicare, where the “recommended” in “recommended retail price” is doing a heroic amount of heavy lifting given the frequent discounts, the Dyson CameraJet will actually set you back £419.99.

The CameraJet is an electric toothbrush and a water flosser, so if you were being charitable – or merely looking for a way to justify the cost to yourself – you could call this two for the price of one on the best electric toothbrushes and water flossers .

There’s a lot of clever technology here, and Dyson’s commitment to doing something different should be applauded, even if it’s just to give your hands something to do besides reaching for your credit card.

Note that the brush has had some bad post-launch publicity with…