I saw this yesterday. BillG was interviewed for Newsweek and the topic of Apple's advertising came up. The whole interview is a great read, but here's my favorite comment:
"I don't even get it. What are they trying to say? Does honesty matter in these things, or if you're really cool, that means you get to be a lying person whenever you feel like it? There's not even the slightest shred of truth to it."