I think the author is referring to control in a slightly different way. I know a lot of people who having switched to a Mac feel a lot more in control (my dad,

I think the author is referring to control in a slightly different way. I know a lot of people who having switched to a Mac feel a lot more in control (my dad, for example). Previously they didn't have much of a clue what was going on, they were constantly bombarded with strange messages and alerts and now they have switched, most of that has gone away. It's about feeling in control, not about having 1000 options.