Let's not forget either: A) Smoking. People start and it is horrible, but force themselves to do it (at least the younger ones) because then they can seem edgy and cool. The whole doing something your not supposed to part of being 'cool'. B) Emperor's New Clothes. People who want to be hip, will attempt to emulate others that they perceive to be hip, and if it is not working out for them, think they will tell and declare themselves unhip? I think Apple does turn out some superior products. They seem to actually focus on polishing a product before shipping it, kudos to them. But i think that they are a far cry from how they want to represent themselves.