Apple as religion?

Foxnews this morning has a doozy: 

In a research paper published this month by two professors at Texas A&M University, the authors argue that the only way to understand the slavish adoration and over-the top financial success of Apple and its “Jesus Phone” (the iPhone) is to understand its minimalist, white-walled stores as the new churches of the tech generation.

um. yeah?

Has nothing to do with the products actually working really well?  Is making good products that hard to understand?

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