[slovette]

"I have to ask why the amount of "thrill" that a product brings matters anyway."

Marketing. Hype and thrill, I would argue, is a direct result of Apple's financial position today. The everyday consumer doesn't understand the technical qualifications nor do they care. They want nice, shiny and new. Start with that and build a stable high-quality product to match and it could be candy canes you're selling, you're gonna be successful. Packaging is probably the most important part of a product. It entices thrill and envy, the very primitive emotion that makes you click the usually brightest button on the page: "Buy".