G.E. might bring good things to life, but sometimes they'll also take a moment to destroy the things you love. To promote their Global Research Center in New York, they took a bunch of everyday items like wristwatches, sunglasses, skateboard wheels, etc., and ran them through a few of their industrial testing machines to see how they'd do:
The baseball was kinda surprising, no?
As for why they made the vid, it isn't pure hype; they're hoping to illustrate to the public what their Advanced Materials folks go through to develop new stuff. "When G.E. engineers wanted to make their jet engines more efficient, they developed a special ceramic material that can operate at temperatures where most metal alloys grow soft," the company writes, citing one example that's GIF'd at the top of this entry. "But the idea of putting ceramics inside jet engines was so revolutionary that they took the material to a shooting range and blasted it with steel balls flying at 150 mph to prove that it was viable."
With access to machines like this on a daily basis, I'd imagine G.E. vets their engineers for both a supreme amount of self-control and an aversion to pranks. I can tell you that if we had any of these at the Core77 offices, none of the staff's possessions would be safe.