Razer's $90 snake-coil keycap comes with a 'Cult of Razer' marketing pitch

Razer has unveiled its first artisan keycap, the Triple-Headed Snake Edition, and the accompanying press release is something else. "To own a Razer Artisan Keycap is to display one's allegiance, a mark of belonging within the cult of Razer," the company claims. It's perhaps the strangest sentence to come out of a marketing department this year, and that's saying something.

The keycap itself is a coiled tangle of snakes, true to its name. It's cast from resin and hand-painted individually, with a two-stage quality control process designed to ensure no dust or bubbles remain on the finished product. Despite the Indiana Jones vibes, the design has a certain appeal.

Compatibility is a strong point: the keycap fits MX-style cross-stem switches, so it should work with most mechanical keyboards on the market, even those from rival brands. That's presumably a form of heresy in Razer's eyes, but it's a practical touch nonetheless.

The marketing language goes further, calling the keycap "the next step towards the ultimate expression of keyboard customisation" and "a statement of identity." The author of the piece notes that he'd rather see it as a small trinket for a rarely used switch, something to admire between gaming sessions rather than a profound declaration of self.

Priced at $90, the Triple-Headed Snake Edition isn't cheap for a single key. Those interested can sign up via a form on Razer's website for a chance to purchase. Whether it's a genuine collector's item or just an overpriced novelty, the keycap certainly makes a statement — even if that statement is mostly about the boldness of Razer's PR team.