Hah, sure seems weird, but for example tell a kid something will take a given amount of time, the kid will constantly ask if its ready ignoring the original estimate, and will get really anxious if you tell him it's taking way more time than expected. Then you will learn the easier way is to tell the kid "leave this to me, don't bug me, go play with your toys and I'll tell you when it's ready". That's the kind of psychology Apple is using here, from my perspective.