Buying a smart appliance is a greater madness that cures the blinking 00:00 madness. You won't be able to toast anything without a firmware update first.
Discussion
"Do not unplug your toaster while updating firmware. 2 hours remaining."
"We're getting a few things ready for you..."
"Please wait while we optimize your toasting experience..."
"Download our FastToast(tm) app to make the most out of your toaster and enable dark-brown(tm) mode. *Terms and conditions and our Privacy policy applies, dark-brown(tm) not available everywhere. "