This is a history, in that it intends to describe what happened and suggest why. ... I may have fooled around with a few facts. But I served as witne… - Neal Stephenson

There was no room for dust devils in the laws of physics, as least in the rigid form in which they were usually taught. There is a kind of unspoken collusion going on in mainstream science education: you get your competent but bored, insecure and hence stodgy teacher talking to an audience divided between engineering students, who are going to be responsible for making bridges that won’t fall down or airplanes that won’t suddenly plunge vertically into the ground at six hundred miles an hour, and who by definition get sweaty palms and vindictive attitudes when their teacher suddenly veers off track and begins raving about wild and completely nonintuitive phenomena; and physics students, who derive much of their self-esteem from knowing that they are smarter and morally purer than the engineering students, and who by definition don’t want to hear about anything that makes no fucking sense. This collusion results in the professor saying: (something along the lines of) dust is heavier than air, therefore it falls until it hits the ground. That’s all there is to know about dust. The engineers love it because they like their issues dead and crucified like butterflies under glass. The physicists love it because they want to think they understand everything. No one asks difficult questions. And outside the windows, the dust devils continue to gambol across the campus.

It is a bit unsettling, at first, to think of Apple as a control freak, because it is completely at odds with their corporate image. Weren't these the guys who aired the famous Super Bowl ads showing suited, blindfolded executives marching like lemmings off a cliff? Isn't this the company that even now runs ads picturing the Dalai Lama (except in Hong Kong) and Einstein and other offbeat rebels?
It is indeed the same company, and the fact that they have been able to plant this image of themselves as creative and rebellious free-thinkers in the minds of so many intelligent and media-hardened skeptics really gives one pause. It is testimony to the insidious power of expensive slick ad campaigns and, perhaps, to a certain amount of wishful thinking in the minds of people who fall for them. It also raises the question of why Microsoft is so bad at PR, when the history of Apple demonstrates that, by writing large checks to good ad agencies, you can plant a corporate image in the minds of intelligent people that is completely at odds with reality.

Show some fucking adaptability!