No one ever says, "It's 11:43" when you ask for the time. They'll say, "It's quarter till", or "Almost noon". (Or in this office, "lunchtime" as they walk out the door.) The designers over at InsightOutsight in the UK thought it was about time someone designed a clock that tells time the way we do. Not with exact numbers, but with "rough time". So they designed one. The clock rounds off the time and gives you a phrase instead of a number. Any time from :41 to :49 is considered "quarter to", :50 to :59 is considered "nearly", etc. They called it, fittingly enough, About Time.