I completely agree. Apple lost almost nothing (1 phone) and got millions of dollars in free PR. My understanding is this was covered on a variety of comedy shows, all the morning shows, all over the Internet from tech sites to mainstream news sites. All over the world. They should give Mr. Powell a bonus. He actually managed to eclipse Apple's normal media hype frenzy with what is, basically, a very positive story. (there's going to be a new iPhone and it's so amazingly great people are trying to steal it before we can even release it! In 2 months you can buy one too!)