Exactly, putting on a good show at the product launch is what creates the media buzz. And advertising through the news is also likely to reach customers in a mu

Exactly, putting on a good show at the product launch is what creates the media buzz. And advertising through the news is also likely to reach customers in a much more accepting state than if they are watching commercials on TV and have a wall up. You can't buy advertising like that, but Apple gets it for free, mostly because of SJ's showmanship.