New York Times tech columnist David Pogue has said that the perfect pitch goes something like this:

David, loved your column on the new Kindle. Would you be interested in a similar e-book reader that feeds your baby in the middle of the night and washes your dishes? Here’s a picture. Here’s a link. Let me know if you want to know more.

To warrant coverage, a device doesn’t have to feed babies and wash dishes, but it does have to be unique and interesting. Basically, there has to be an angle.

Now imagine the pitch for the G-Form Extreme Edge sleeve for the iPad. To demonstrate the effectiveness of the product, a weather balloon lifted an iPad outfitted in the sleeve to 100,000 feet—dubbed the “edges of space”—and let go.

It not only functioned throughout the drop, but also continued working after landing on a rocky surface in Nevada. And the video of the fall won coverage for the product; it appeared on sites across the Web last week and this week.

Here’s the video (which has been viewed more than 2 million times on YouTube):