Back when I had some influence in the industry, around 2005, I got crosswise with Apple over messaging. I had been in the charmed circle, but was then condemned to one of the lower circles of Hell. The company did everything it could to impugn my credibility. The proximal cause of this break was my first take on the flat-screen iMac. I said it was nice but priced so as to exclude a large part of the potential market. They voiced their unhappiness. The message we want, they said, is "It's really cool," not "it's too expensive."