While BlackBerry’s squat Passport smartphone probably won’t win any beauty pageants, BlackBerry is pretty confident you’ll choose it over something from Apple and Samsung. And it has a big reason why. In a post on BlackBerry’s website, the company argues the merits of the Passport’s design, saying “it’s hip to be square.” Don’t shoot the messenger; I’m just passing BlackBerry’s message on to you: the Galaxy S5, iPhone 5s and HTC One users of the world. BlackBerry says the main reason the Passport is so short and stout is because it’s the optimum way to read content. Using discussions around “academic typology,” the company says the Passport is perfect for reading e-books, viewing documents and browsing the Web. “No more worrying about portrait or landscape modes,” BlackBerry’s Matt Young shouts. “The Passport is like the IMAX of productivity, and you don’t have to sacrifice screen real estate, vertically or horizontally.”