While the furore over Bendgate seems to have been overstated, that hasn't stopped rival companies from using it as part of their marketing campaigns.
One such company is Samsung, which has never been afraid to go straight for the jugular in their skewering of Apple's brand. This time, they're taking a more scientific approach by creating a video which focusses on the strength of their all new Galaxy Note 4, with special attention paid to the human factor.
The video goes on to talk about the metal frame of the phone which, combined with plastic elements, makes it both light and strong - and much more likely to withstand the powerful force of a human rear end.
The Samsung Galaxy Note 4 is on sale from October 10th 2014.