The handle changes color based on weather forcast the umbrella receives through a Wi-Fi network. MIT Advertising Lab makes the suggestion that this same technology could be used for billboards. It’s a good idea, but I think it’s already here. There’s tons of large scale tv’s (think Times Square) acting as billboards. They could easily be set up to change content at the switch of a button. The bigger issue is having someone understand what button should be pushed and when.