Exactly. Music is one of the most hype-sensitive industries. It's good that Apple is in the space, but they should be very careful about trying to be 'cool' about it. When they had U2 play some hits, that was innocuous enough. When they released a 'few U2 album' that was actually offensive to people (for a variety of reasons). Then, when Bono came on-stage and high-fived Cook, well, let's forget that moment. Surely their PR 'feelers' are aware of this and should've warned them that letting Drake ramble on stage would not be a great idea...