Getty Images; Tyler Le/BI

Why Silicon Valley is suddenly obsessed with filming itself

Getty Images; Tyler Le/BI

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2026-05-14T08:21:01.253Z

Lume isn't just a modern and expensive lamp; it doubles as a laundry folding genie. And to hype and humanize this alien-like robo housemaid before it starts shipping this summer, the company behind it, has launched an all-out, high-gloss social media video blitz.

There's a commercial launch video, a 10-minute-long documentary about Syncere's founders, and a behind the scenes doc about the making of that doc. The documentary opens on a sunrise, follows the founders as they make coffee, shoot hoops in a driveway, work on the Lume prototype in a backyard, and eventually end the day sitting around a dining room table with family.…