Rube Goldberg was a cartoonist who liked to draw complicated machines that performed simple tasks, a la the board game Mouse Trap. OK Go are an innocuous power pop band with charming music videos that become popular on the Internet.
Maybe you've gotten this video in your inbox. Maybe it's been tweeted to you. Maybe you'll pass it along. The visuals themselves are really pretty; things move in perfect time with the music, and I can't imagine the amount of time and effort put into perfecting this mechanical choreography. But the song is kind of forgettable, and all this does is help cement OK Go as a band that knows how to be mentioned on people's blogs.
Is a video still good if I forget that there's music playing? Is a band successful if it can't convert a few brief moments of viral popularity into album sales?
Whatever. It's really neat to look at.