Have you ever wondered to yourself, Why isn't there a microchip in my sock? No, you haven't. Because it is a sock, and not a computer. But Samy Liechti, founder of BlackSocks.com, did wonder. And he decided to leverage his considerable influence in the sock industry to solve this problem, even though it plagued no one else. Cue "Smarter Socks." Each lonely stocking sports a unique near-field-communications component. That lets you identify your socks using your iPhone to ensure all your socks stay faithfully in pairs—and facilitates all sorts of other useless functionality, like telling you how black your socks really are.