"just a business trying to make a buck"" While true, that's a bit too reductionist for me. They are trying to make money their way, not by chasing whatever they see that might make most the money. Creating a profitable business is one aspect of that, but perhaps a larger aspect is that they are unusually open about their opinions on design, process, and usability, etc. This is a reason they are a bit polarizing and find detractors as well as fans.