The transformation of the mature stroller category into an explosive new market was no fluke. The Bugaboo became a transformative, self-expressive phenomenon because its design is wholly unexpected. The combination of Euro-styling and ruggedness were completely unanticipated product attributes in a category originally defined by basic utility. It used to be that a stroller only had to be lightweight and compact to be successful. By flipping the category�s expectations, Bugaboo created cognitive dissonance for the product�s observers between their expectations for the product category and their perception of the product�s actual form. Cognitive dissonance, in this sense, is the opposition between the product observer expectations for product categories or brands, reality of the product�s actual design, and then mentally rectifying the two countervailing forces.