When the Kodak Brownie was launched in 1900, its slogan was "you press the button and we do the rest". Photographers no longer had to be amateur scientists adept at mixing chemicals in darkened rooms. Photography quickly became a mass-market phenomenon. A century later, digital photography awaits a similar breakthrough. Digital cameras are increasingly popular—they accounted for around a quarter of world-wide camera sales last year- but they are not for everybody. Getting the most out of a digital camera requires a PC to store, edit, distribute and print images. For many people, it is all too much trouble. According to Esatman Kodak, 80% of digital-camera owners still use film cameras more than half the time, and fewer than 20 % d the 30 billion digital photos taken each year axe ever printed out. Printing is simply too demanding. The industry is now trying to solve this problem, since prints are what make money. At the moment, that money goes mainly to the makers of paper and ink cartridges/or color printers, notably HP (formerly Hewlett-Packard). Indeed, the business is so lucrative that the European Union recently launched a probe into whether printer makers were illegally forcing consumers to buy their ink cartridges.