Google has admitted that it was wrong to let the hype about its wearable computer, Glass, get out of hand.
It said it had not done enough to explain that its product was only a prototype and not the finished product.
The admission came from the head of Google X research lab, Astro Teller, who goes by the official title of Captain of Moonshots. Mr Teller was at a conference discussing how Google had learned from some of its failures.
"We allowed and sometimes even encouraged too much attention for the programme," said Mr Teller.
The computer was attached to a pair of glasses and was to cost $1,500. Wearers could access e-mails and record videos.
Sales to consumers were short-lived, and Google pulled it from the market but sell some still to businesses. It had been awaited enthusiastically, but the public quickly spurned it amidst concerns, sometimes fisticuffs, over its ability to record videos surreptitiously.
He also discussed the learning benefits of setbacks in other high-profile projects at the five-year-old Google X division, including drones, solar-powered balloons and self-driving cars.
Mr Teller said the "bumps and scrapes" the company had with Glass were "absolutely critical for informing the future of Glass and wearables in general".
