Is it possible to design a device that will look automatic? In case of a motorcar, you can't tell if it's manual or automatic, just by looking at it.
De novo is a highly sophisticated lab machine, that automatically analyses biopsy samples. It saves a lot of time, effort and man hours.
We don't believe the design can emanate the fact that it's automatic, but at least create a certain aura of quality, elegance and precision, being different from all the competition, but not a rebel.