"Stole" my ass! I'm not sure where all the Apple FanBoys came up with the myth that the $29 Snow Leopard disc is an "upgrade." (Note, I'm a fanboy; I am currently typing on my new 27" iMac).
I walked across the street to the Apple Store the day Snow Leopard was released, and paid $49 for my 5-user Family Pack edition. Nothing on the box, in the printed EULA, printed documentation, or electronic EULA at install time indicates my copy is intended to be an upgrade. In fact, I completely wiped a hard drive and installed it from scratch without any request for a disc containing a previous version. The requirements on my retail box state that it requires a "Mac computer with an Intel processor." That's it. Nothing about a previous OS is mentioned anywhere. Bottom line is it's a fully licensed copy, and purchasing and installing it one time (or five times in the case of the family pack) is not stealing.
So stop calling this an upgrade only. It's not.
I understand Apple's desire to keep OS X limited to their own hardware. The EULA is intended to prevent people like Psystar from making a dime on Apple's IP. Does Apple care about home enthusiasts getting the OS on unauthorized systems? Highly unlikely, if those enthusiasts are handing over $30 for the Snow Leopard disc. It's $30 in their pocket they wouldn't have had, to entertain someone's harmless fun. The removal of the Atom support is likely another cat and mouse game with the likes of Psystar more than it is with the home enthusiast community.