Technology for the sake of it?

Tesco in the UK will launch musical sandwiches this week with the aim of helping those who eat at their desks, relax. So you buy this sandwhich from Tesco and when you open the box, music plays.

Please. I can't think of anything more annoying. I can't imagine this being done basis research, because I cannot imagine any sane person actually saying they would appreciate music coming from their lunch. Such a desperate PR tactic.