Flat Tom and Acid Reflux in St. Louie

I do so enjoy reading NYT pundit Thomas L. Friedman. Oh, not for the prose style or the insights, both of which are cliché-ridden and decidedly (to borrow a favourite TLF mot) flat. No, the reason I like it so much is that it so often reads like self-parody. Normally, Tom is jetting off to/has just returned from some exotic-sounding backwater--Kamchatka, say, or Paramaribo. Today, however, he's excited about local enterprise in boring old St. Louis, which hasn't been exotic since that Vincente Minelli movie about a World's Fair (in other words, it has never been exotic):

You’ve heard that saying: As General Motors goes, so goes America. Thank goodness that is no longer true. I mean, I wish the new G.M. well, but our economic future is no longer tied to its fate. No, my new motto is: As EndoStim goes, so goes America.

EndoStim is a little start-up I was introduced to on a recent visit to St. Louis. The company is developing a proprietary implantable medical device to treat acid reflux. I have no idea if the product will succeed in the marketplace. It’s still in testing. What really interests me about EndoStim is how the company was formed and is being run today. It is the epitome of the new kind of start-ups we need to propel our economy: a mix of new immigrants, using old money to innovate in a flat world.

Here’s the short version: EndoStim was inspired by Cuban and Indian immigrants to America and funded by St. Louis venture capitalists. Its prototype is being manufactured in Uruguay, with the help of Israeli engineers and constant feedback from doctors in India and Chile. Oh, and the C.E.O. is a South African, who was educated at the Sorbonne, but lives in Missouri and California, and his head office is basically a BlackBerry. While rescuing General Motors will save some old jobs, only by spawning thousands of EndoStims — thousands — will we generate the kind of good new jobs to keep raising our standard of living...

A proprietary implantable medical device to treat acid reflux? What are the odds--that's exactly the sort of thing I could use after reading the NYT cover to cover. Thanks for the heads up, Tom.

Update: You knew I couldn't resist:

Meet him in St. Louie, Louie,
Meet at EndoStims.
If you've read such thoughts beforehand
Please, do not tell him.
There's a cure if you're dispeptic.
Tom could make you narcoleptic.
If you will meet him in St. Louie, Louie
Meet at EndoStims...