Found Footage: The reality distortion field, caught on video

Mike Schramm
M. Schramm|09.17.09

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Think Apple's products are "really great," "incredible," "amazing," "really easy" to use, "awesome," "terrific," "incredible," "great," and "amazing"? If so, it's probably because Apple told you that's what they were in last week's presentation. The above video's been making the rounds -- it's all of the adjectives cut out of the recent Apple event, and compiled together into a machine-gun lineup of just how Apple sets up their products.

Now, just because these words kept showing up and being used doesn't mean there's some malicious brainwashing going on here -- it's probably true that Apple really does think that their products are "incredible," and "amazing," and "really great." And let's face it, they've never really been real up-to-date on the language anyway. They probably could use a thesaurus: maybe at the next event, the new MacBooks could be "marvelous," "extraordinary," or "glorious."

But it does show you just how much we're shaped by what we see at these events -- Steve's and Apple's enthusiasm for these things is infectious. Apple's products really are amazing, but it doesn't hurt that most of us sit down to watch, read, or listen to an hour or two of them telling us just how "amazing," "incredible," and "really great" they are.
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