I think one way to sum up Apple would be an endless series of diversion tactics. Oh you have a technical problem with a product? Look at this place, it's a bar. We make you sit on a bar stool, while we stand behind the counter, like a real bartender. How cool is that? Don't you just love these surprises? Don't they make you feel better about that lemon product that you came in to complain about? It's not so bad really, is it?