True. It does dampen it. But the whole "our CEO is a genius, the gift of the gods", is a standard trick in branding luxury products. Actually, one of the more

True. It does dampen it. But the whole "our CEO is a genius, the gift of the gods", is a standard trick in branding luxury products. Actually, one of the more interesting stories behind the iPhone would be of the marketing behind it. But i'll guess we'll never hear it, because there's always new stuff to sell.