Apple knows what they're doing. They are a marketing powerhouse. As test stated, it grabs people's attention and gets them hyped for the release.
The difference between stupidity and genius is that genius has its limits.
When you take things for granted, the things you are granted, get taken.
Even a mosquito doesn't get a pat on the back until it starts to work.
Too many people miss the silver lining because they're expecting gold.
[BES 5.0.3 / GroupWise 2012 HP2]