The context for that is in the previous sentence:

> [...] you get an out-of-the-box, slick and capable computer that an idiot could set up and get running in minutes.

He's praising the simplicity of the setup. I smiled. That language is normal discourse in the UK.

that's... wow. IMHO Wired has been on a downward spiral for a while, but even tongue in cheek that's a ridiculous thing to say.

Isn't it precisely one of the (supposed) strength of Apple, not having to set up anything, it just works? They're just parroting what people will say against the price of this computer:

> Yes the new Mac mini has M1, too, but you’re going to need all the peripherals including a display. So for a few hundred quid more you get an all-in-one home computer that is as easy to get started as an iPad.

It's a way to predict the comments like "You must be stupid to buy an iMac. I personally bought a mac mini for $X, and $X is way lower than the price of that iMac, setting it up is not that hard." or something along those lines.

Just don't call people idiots.

I know way more than enough about the tech world and work within it professionally. My biggest attraction to these iMacs is I think they might just be lightweight enough to move between multiple places depending on use.

It’s Wired.co.uk. British humor is less reverent than what’s practiced in the US.

I agree, I think it's just a failed attempt at some humor:

> The new iMacs are unashamedly aimed at people already in the Apple ecosystem. Yes, they are more expensive than other one-box PCs out there, but the iMac buyer won’t care. They’ll want it to, sigh, “just work”.

In all fairness, they never called you an idiot. You just happen to choose the same computers that idiots do, which is more of a coincidence than an insult.

Just don't call people idiots.

Yes, call them spades instead.

also this:

> they come in lots of colours. I’ve called mine Donald. Why? Because its yellow hue is not really yellow, it's full-on bling gold. It’s like working in front of Trump Tower.

I didn't understand this comment at first. Then went on and read the article, then reached that part ... wow.

I work in a Principal role at a company whose products or services many people use every day. All of my work is done on on a Mac, which you’d have to pry from my dead cold hands before I’d be willing to go back to a PC (especially Windows).

I didn’t read the rest of the review after finding that sentence. Shockingly, the author is listed as an Executive Editor.

I’m going on a tangent here, but these companies like Wired produce trashy content, lose readership, and then go on to blame anyone and everyone but themselves.