A very good friend of mine, who practically is an Apple convert -- mind you, educated, good with tech/computers (went from building his own Windows machines in the 90's to Linux to Mac) -- told me once he likes the feeling of opening up his Macbook in a public place like a coffee shop, that it makes him feel like he "belongs to a group". At first I laughed, then got irritated and finally argued with him for 2 hours. Point is, Jobs was able to make sane people do somewhat not-sane things while paying a premium for those things. A brilliant businessman indeed.