He went overboard with the "never want to speak to you again" bit but he's not wrong. We say "at McDonalds" or "at Starbucks" because these places have a sort

He went overboard with the "never want to speak to you again" bit but he's not wrong. We say "at McDonalds" or "at Starbucks" because these places have a sort of casual ubiquity that's inserted them into our daily lives. We say "at the Apple store" because that's what feels right based its place in our daily experience. A marketing guy trying to goad us into giving the Apple store that same casual ubiquity without "earning" it just by dropping some leather couches and potted plants into a store is pretentious. It feels wrong and we know it in an uncanny valley sort of way.