One thing I notice about myself is that I like looking at tattoos. If I see an outlandish, stupid, cool, or otherwise noteworthy tat I, well, notice it. Which is why a very cute idea caught my eye walking around SXSW this week. The Rackspace team was giving out flesh colored sleeves that looked like full arm tattoos of the brand's name and motto. As I moved from session to session, I would see these guys walking along with full sleeve tattoos and, naturally, I'd look over to see what the design was. Invariably I'd then stare squarely at the Rackspace logo and feel as if I'd just been tricked, but in a good way. It was a little gotcha that I felt fine about because I was opting to look over that way. It wasn't intrusive or interruptive, it just made me look, which is kinda the point.