Apple normally offers a very simple message about its products. Often, there's not even a tagline.
So it's curious that at Apple.com, the company emits these words: "A magical and revolutionary product at an unbelievable price. Coming April 3."
I know that this almost Wal-Martesque offer is making many senses tingle. People are wondering how soon they can put in their iPad pre-orders.
There's something about being first in line that makes certain people's innards become outards.
So I know this will cause many to inject themselves with caffeine, set three alarms just in case, and spend hours awake in chilly garrets in the hope that they will be able to brag to the people in adjacent cubicles that their personal iPad is already on order.
Others, of course, will avoid the rush, knowing that Friday is generally quite a sleepy day and they will have plenty of time to order their own little tablet from work.
I wonder if Steve Wozniak has already jumped the queue and found a way to place his online order first.