Thanks for the compliment! FWIW, I don't think that Apple is at all shallow. I might agree that their "emotional branding" may be a touch calculated -- a point that the Wired article went on to make. But Apple has shown some real depth of conviction and clarity of vision during the best moments of its up and down history. Right now, it seems very much to me to be in one of its up periods, with a lot of insight into what people are looking for in today's computers. See my blog on a new class of productivity application, as well as various thoughts about the importance of rendezvous that I shared in the interview that ran on openp2p.com the other day.