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(NEWSER) – Since you probably don't feel awful enough while eating chocolate cake, the HAPIfork is here to make you feel worse. At least that's the general consensus about the high-tech, bulky utensil that vibrates and flashes when you eat too fast, the Los Angeles Times reports.

The weight-loss gadget is being criticized for "fat shaming" the hungry by tracking each "fork serving," the time between each bite, how many taken per meal, and how much time spent eating. If you eat too fast, you get a nice little shock, or "gentle vibrations," as per the company website.

The Kickstarter-funded device—which is a bit pricier than your average fork at $99—stores the data and tracks eating habits by plugging it into an app.

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