This comment would seem completely absurd if I didn’t work in a massive corporation and see precisely what you mean every day. On the one hand, they’re ultimate

This comment would seem completely absurd if I didn’t work in a massive corporation and see precisely what you mean every day. On the one hand, they’re ultimately just plain old full of shit, but there is definitely a subtle, structural dilution of language that goes on that serves to divorce cause and effect. But it’s not an Apple thing—most large corporations are like this, just not quite as zealous as Apple employees tend to be.