Better tape measure: why didn't I think of this?

I can't believe I never thought of this.  I've cursed up and down at tape measures all my life because just as I was about ready to take a measurement, the little hook at the end lost its grip and came flying back.  Well some genius at Stanley has made a bigger hook.  And now he's probably going to make a million dollars.  That could have been me, if only I'd thought of it first. 

Check out more on the new and improved tape measure over at Gizmodo.