 We talked about it with Jeffrey Kluger, an editor at large at Time, who wrote about the phenomenon for the magazine. We asked him how he got the idea for the story. I can't say I was in the shower when I had that idea. I was reading a press release and I sent it to my editor straight away and she liked the idea. But I've come up with plenty of ideas in the shower and have leapt out and scribbled down notes that later ran because I was writing them in felt tip pen and dripping on the page.