I suspect the author decided to emulate Steve Jobs and create some sort theatrical aura-of-mystery kind of thing to generate hype. People seem think that, for e

I suspect the author decided to emulate Steve Jobs and create some sort theatrical aura-of-mystery kind of thing to generate hype. People seem think that, for example, Apple products succeed because of their hype and secrecy, instead of realizing that making an amazing product is about a billion times more important.