The fate of the missing socks

In the midst of the game of life which can get hectic and close-to-deadly-serious it's so refreshing to come across an article like this one: The fate of Missing socks or A Quantum approach to Laundry. It is so quirky-clever. I'm still not convinced that it works. My mathematical powers are too small. My Grandmother always said it was a one-legged man and his one-legged son stealing the socks from the laundry. And then to discover that this is a viral compaign for environmentally friendly laundry products only made it seem even cleverer. I passed it on to you didn't I?