The company adopted an 80/20 philosophy with the TextBlade: 80 percent of the time, most users don't need a keyboard for their iOS devices, but 20 percent of the time, it can be an invaluable accessory. For typing a quick text message, you can use the built-in keyboard, but it is nice to have something when you need to sit down and reply to 20 emails. For that reason, a keyboard should be hidden away and unobtrusive when it's not in use, but small enough to always carry and easy to pull out and set up when it's needed.