What I cannot really understand is why would you go there to make new releases of hardware when everyone is doing exactly the same bombastic releases. It become

What I cannot really understand is why would you go there to make new releases of hardware when everyone is doing exactly the same bombastic releases. It becomes almost like a cook fight, and ultimately it dilutes your news. I think what Apple (and also now Google, Facebook..) does by having their own event, it's a much better approach. Of course this is something you can only do with size.