Many techies are familiar with fast food; particularly pizza. You pick up your phone and dial the pizza place. [1] You tell them whether you want pepperoni, su

Many techies are familiar with fast food; particularly pizza. You pick up your phone and dial the pizza place. [1] You tell them whether you want pepperoni, supreme, or cheese, etc. You tell them the type of crust and quantity. They may ask you if you'd like any of their side options -- soda, salad, wings, breadsticks, etc. You answer them. They tell you the total price and you both hangup. Then some "magic" happens. And about 30 minutes later your doorbell rings. You get excited because you're really hungry! Afterall, you've been busy hacking and didn't have time or want to spend energy thinking about food. You just want to get back to hacking. Most people want technology to work like this. They're not interested in hacking. They're at the movies, shopping, playing sports, at bars, raising kids, etc. "Normal" life stuff. And if you offer a better experience, perhaps by making an especially delicious pizza, or by delivering it faster, even better. You can also probably charge more for it then, too. Most of the time Pizza and Apple products "just work". And it so happens that there's a significant market that wants (and is willing to pay) for things that "just work". [1] Or you order online because it's a better experience -- you can focus your energy on what you want.