Fitness trackers have a long history of raising privacy concerns. Whether it’s Strava giving away secret army base locations, or bad actors sniffing your smart watch’s Bluetooth connection to guess your smartphone PIN, these devices exude Big Brother vibes. While most go out of their way to allay fears, Ōura has apparently decided to embrace this dark legacy. Marketing their device as “the one ring to track it all,” they echo a stanza from JRR Tolkien’s Ring Verse –referencing Sauron’s one ring. If you’re going that direction, don’t just tease, embrace! Amazon Prime’s new series set in Middle Earth, The Rings of Power, feels like a great co-marketing opportunity. They could also name their premium models Narya, Nenya and Vilya —the three elven rings of power— and create a cheap model, the Nazgul —for Ringwraiths. Of course, we all know the only ring capable of conferring power —or at least a short-lived sugar high— is the donut. So, grab a deep fried dough ring and harness the power!—which may, or may not, be slightly doctored...