Fair enough. Exchange in particular seems to be a big deal. So maybe this is a nice example of the "halo" effect: people see exchange working on their newfangle

Fair enough. Exchange in particular seems to be a big deal. So maybe this is a nice example of the "halo" effect: people see exchange working on their newfangled iOS devices and realize it will work on Macs, with the added bonus that it's easier to sync those newfangled devices to Macs. This effect also seems to be working on Apple, not just it's customers: selling mobile devices seems to be making Apple more enterprise friendly, so that they work more seriously on things like Exchange support.