Getty Images; Tyler Le/BI Lume isn't just a modern and expensive lamp; it doubles as a laundry folding genie. And to hype and humanize this alien-like robo housemaid before it starts shipping this summer, the company behind it, has launched an all-out, high-gloss social media video blitz. There's a commercial launch video, a 10-minute-long documentary about Syncere's founders, and a behind the scenes doc about the making of that doc. The documentary opens on a sunrise, follows the founders as t