We have to admit being more than a little surprised that in this increasingly health-conscious world, Porsche Design has released a new luxury Shisha waterpipe. Also known as a hookah or narghile, Shisha is becoming increasingly trendy in Western countries by "social" tobacco smokers and is already deeply embedded in African and Middle Eastern cultures. Porsche is one of the strongest, well respected brand names in the world, synonymous not only with uncompromising engineering and innovation, but with the deepest concern and respect for the safety of its customers. Why then would such a company create a product which is known to be so injurious to its users? Are Porsche's brand custodians asleep?