I heard the remark before, this is not a rebranding, nor is it a repackaging, neither a redesign when a product is simply restyled. Which is what Porsche Design did to the Shisha/Hookah. Is it a beautiful object? By heavens yes. But it still gives you cancer - albeit if you can afford to buy it you probably have premium insurance. This is not something to entrust a delivery arguileh (those scooter driving boys who go and deliver shishas all over town) with, but well, if you want to die, might as well do it in style and put a high price tag on it.