Yes, but their PR or brand message or whatever you want to call it has always been fairly extreme. I mean, just look at their 1984 super bowl ad... or really, a

Yes, but their PR or brand message or whatever you want to call it has always been fairly extreme. I mean, just look at their 1984 super bowl ad... or really, any ad they've put out in the last decade or so (http://www.apple.com/designed-by-apple/ http://www.apple.com/designed-by-apple/)