It merits studying how many kids (and adults) cried this weekend because Santa forgot to pack batteries to go with the drone, or those creepy Hatchimals.
We hate batteries. More than that, we hate that little "Batteries not included" disclaimer, which is printed so small on otherwise-seductive packaging that even if you wanted to read it while stumbling through the obstacle course that is holiday shopping, it would take five minutes to find.
That's five minutes off your whole life.
Recognizing that its core product is the source of so much chagrin, Duracell did the best it could this year—short of totally transforming its business and ridding us of the need for AA's altogether.