Thoroughly depressed by the responses here - especially on a site that prides itself (or used to) on being more nuanced and intelligent than average. If you don't like the message then fine, it's a little saccharine for my taste, but it doesn't make Apple a 'soulless' company, it doesn't make Apple customers empty-headed morons suffering from "stockholm syndrome", and snarking at it does not elevate you above those people who do believe in the message. Quite the opposite.