Apparently the twist to grind method that handheld spice mills have employed for years was in need of improvement. At least that's what the designers of the MillMii grinder must have been thinking when they designed a mill that you have to rub between your hands instead of twisting.
Its design is cute enough, with a rubber textured finish and five different colors to choose from. But the website doesn't do much to justify its unique design, or explain why rubbing it between your hands is a superior alternative to twisting a traditional mill. If anything this actually seems just a touch awkward to use, particularly when it comes to distributing the ground salt or pepper exactly where you want it. So perhaps Peugeot doesn't have much to worry about just yet.