Tom Bridge explains the Macworld San Francisco keynote to non-believers:

So, Steve will go on and tell us why it is that these new things are wonderful, how well they compare to other products, and then also what they will set us back. The former makes the latter palatable. Everyone in the room will create a reason why the new prices are A) acceptable and B) worth taking out a second mortgage or a home equity line of credit. It's not that we're brainwashed, it's just that the pitch is so good. Steve could sell rollerskates to velociraptors. It's what he does. Generally, though, he's on the ball. He wouldn't do this if he didn't believe it himself. It's why Apple is still here.

Apple makes technology cool. They make computing cool. This is why they hold such high esteem with many geeks. They make what we do into something that can get us laid. I realize this is trite, I realize this is clichéd, but it's also true. Windows guys are boring. I'm sorry Scoble, you just are. You try to think you're cool, by pointing out all our flaws, about how you're so much better than we are, about how you're in more places, and doing more things. But really, all it does is make you look bad, and us look oppressed and "dangerous" to the womenfolk.

Next year, I'm going to have to find some excusereason for the San Francisco office to really need me to be in town in January.