Since its initial announcement a few years ago, the Optimus line of keyboards reinvented something that has been virtually unchanged since the introduction of the keyboard. The unique selling point of the Optimus keyboard is its ability to assign keys not just in the most conventional sense but to also have special graphic elements associated with the key. This dynamic system allows for the potential for both greater customization and a less regimented and visually plain keyboard. An example of its use would be hitting the shift key to see the keyboard’s usual arrangement appear in upper case variations, language changes, or moving from QWERTY to Dvorak. The keyboard is available now at a retail price of $1,086 USD.