Steve Jobs once said that Apple aims to "surprise and delight" its customers. Here's a cute example of just that. David Chartier at Finer Things in Tech shares a photo he received from Dan Cameron. Apparently, when you register a new Mac on your birthday, the Apple ID set-up process produces a birthday cupcake icon and the message, "Happy Birthday!"
This reminds me of this story about Disney from Signal Vs. Noise. A customer ordered a Woody costume from the online Disney store. When it arrived, he noticed that a worker had written "Love-- Andy" on the box.
Surprise and delight.