There’s something irresistible about the sound a key makes when it’s been pressed. Tech influencers have gone all in on that “thock” sound, investing in computer keyboards that bulge with colorful plastic buttons, built to optimize our hands’ clack-clack movements—known on social media as “creamy keyboards.”

But it’s not just tech influencers who are hooked. Creamy keyboards have also blown up with ASMR creators, and are even becoming a hit in workplace.

What is a creamy keyboard?

Creamy keyboards are built for their sound. Their keys are taller than average, providing a greater mass to press down on. Most of these devices are made of plastic, which cushions the ring of a keyboard clack. An ideal creamy keyboard offers a distinct typing sound, similar to the muffled clatter of typing on an iPhone with the ringer on.

Since the creamy keyboard is reliant on its keystrokes, many suggest building one yourself. New sets of plastic keys can be added to many traditional bases, allowing the user to customize their sound without investing in a whole new device. Still, other companies like Dustsilver and Mellow offer fully realized creamy keyboards available for purchase.

These distinctive keyboards are frequently built for their beauty. They’re lacquered in millennial pink and pastels, with some even positioning neon light boards below the keys. Many online users adorn their creamy keyboards with stickers.

Given their “thock” quality, creamy keyboards are primarily a boon for the work-from-home crowd. Still, some have brought their keyboards to the office. TikTok user @lilly.doo filmed herself tapping at the device from the office, where her manager yelled out, “okay, girl!” The caption: “My manager just bought one too.”

What does our tech sound like?

Much of the creamy-keyboard craze can be linked back to ASMR creators, who record voiceless videos of sounds they deem “satisfying.” YouTuber @dangoniko filmed themselves thock-ing away at the device for an hour straight, with the video racking up 42,000 views. On TikTok, the account @creamykeyboards.asmr pumps out short-form clips of a person typing, with one recent video racking up 2.9 million likes.

The tech side of ASMR is expansive. Creators film themselves unboxing new Macs, repairing cracked screen protectors, and even building their own PCs. These videos are narrated in a breathy, low-toned hush, or even left barren with just the sound of the movement. And, if done right, that sound is chilling.