We here at TUAW, and those of you who read us and a dozen other Apple or tech blogs each day were certainly amped about a full-page takeover on Apple.com yesterday. We were subsequently a bit let down when the veil lifted to reveal... The Beatles on iTunes.
Keep in mind Twitter + Ping happened via press release -- a Facebook + Ping update could also have happened inside iTunes without an update to iTunes itself, and likewise just merit a press release without so much hoopla. So why did we expect more?
It's a classic case of what we do when we see a tease from Apple. We expect a unicorn to emerge, bathed in the light of the Apple logo, being led by Steve Jobs carrying a bucket of golden oats. Further, we expect this unicorn to fulfill our every whim, our every desire, be easy to use and be hated by a faction who just likes to hate anything Apple does.
Oh, and we know they'll just trot out a new unicorn next year, one you can get in seven colors, but we don't care -- we want this new, shiny unicorn NOW and if we don't get what we expect, we are terribly let down.
But guess what? If you do read TUAW and a dozen other tech sites every day, and you've been reading about Apple for at least the past 10 years, you should have known better. Here are the reasons why.