Progress is usually a good thing, right? Of course, unless it removes the need for packing supplies that also double as entertainment. Sealed Air, the makers of the original bubble wrap, have announced that their newest product won’t pop. It’s their own version of a product that has been around at other companies for several years: called iBubble, it requires a pump to fill the new, sturdier bubbles, which are aligned along a rigid chain instead of filled individually.

A sad day for cathartic bubble-popping, but perhaps a good one for shipping: the iconic bubble wrap is hugely inefficient. It takes up space at shipping companies and is itself inconvenient to ship. Plus, it isn’t selling well, and didn’t catch on with international e-commerce companies.