Because the plug isn't reversible, connecting a USB device to a computer can often be a frustrating experience. Joe Kohen/Invision/AP hide caption toggle caption Joe Kohen/Invision/AP Technology Ever Plugged A USB In Wrong? Of Course You Have. Here's Why June 21, 2019 It's often hard to plug in a USB device on the first try. Ajay Bhatt, the chief inventor of the USB, agrees the design is annoying but says there was a good reason for it.