Oral-B Genius X is an electric toothbrush with a rotating brush and motion sensors that connects via Bluetooth to a smartphone app and uses artificial intelligence to provide advice on how to improve one's brushing technique.
The product has received strong reviews from experts and users. But it has also prompted some commentators to wonder how much of a difference it makes, whether it is really necessary, or worth the price.
'Does anyone really need a £340 electric toothbrush when one costing £6 will do the same job?' quipped the Daily Mail.