Apple Hype Theory requires the irreducible Apple quantum of hype at any event be spread across whatever announcements are being made at that event. It's Apple's

Apple Hype Theory requires the irreducible Apple quantum of hype at any event be spread across whatever announcements are being made at that event. It's Apple's modus operandi, and I don't mind it, because I can compensate. What I wish, though, was that they themselves would get more excited about making MacBook Pro hardware improvements intended to drive people to upgrade to new MacBook Pros instead of seemingly trying to drive them to move on to iPads.