"Fantastic concept. I think the lines and measurements on the spinning base are too difficult to read. Also, people may absent-mindedly turn the spoon over to read the markings! What if instead, you has cutouts around the outside, along the bottom edge, and the twisting mechanism clicked into position at which ever measurement was required? This way, changing measurement would be just as easy, but it would be easier to quickly see which measurement you'd chosen. Just a thought. :)"