So far some success has been achieved in using string theory methods to describe the transition of a superfluid to an insulator. A superfluid is a system of electrically neutral atoms that flows without any friction. Such systems are often produced in the laboratory using liquid helium, but recently experimentalists have developed new ways of producing artificial superfluids by pouring trillions of cold atoms into a lattice of criss-crossing lasers. These atoms initially behave as a superfluid, but as experimentalists increase the intensity of the lasers, they become less mobile and then suddenly transition to an insulating state. During the transition, the atoms behave in an unusual way. For example, the atoms slow to a halt at a rate that depends on the temperature and on the Planck constant, the fundamental parameter of quantum mechanics, which does not enter into the description of the other phases. This behavior has recently been understood by considering a dual description where properties of the fluid are described in terms of a higher dimensional black hole.