Technically Incorrect offers a slightly twisted take on the tech that's taken over our lives.
And there we were -- or at least I was -- thinking that Tim Cook was able to forget about being Apple CEO for a few minutes.
It appears not.
On Sunday, amateur photo critics and Android fanpersons descended on a less than focused snap Cook had taken at the Super Bowl.
Taken immediately after the game ended, it reflected some of the excitement of the Denver Broncos' victory, as well as the fact that Cook was clearly keen to share it with his almost 2 million Twitter followers.
Of course, it wasn't a good look posting something so imperfect at the same time your company is running a campaign featuring the astounding photos you can take with an iPhone 6S.
After Monday saw more amusement at Cook's expense on Twitter -- a suggestion that he should finally sell his old Nokia phone, for example -- the shot was removed on Tuesday.
It's unclear whether Cook chose to remove it himself or whether Apple's PR people might have lent a finger. Apple didn't immediately respond to a request for comment.
Some might find it remarkable that Cook didn't instantly see the potential ramifications of posting something so blessedly amateurish.
Perhaps the need to say "I was there" that inflicts so many humans got to him for once too.
He did post another, slightly more in-focus shot of the celebrations. This still remains and has enjoyed much comment too. Some are complimentary.
It's a pity that Cook and/or Apple have bowed to a touch of ridicule. Sometimes, it's worth to laugh along and offer your own quip to reveal a touch of your humanity.
There again, most companies are extremely self-conscious about their image, few more so than Apple.
In the end, his spontaneity had to be subsumed into the hammer of corporate demand.
I wonder whether Samsung might be tempted to do an ad featuring Cook's photographic skills, in order to make its new Galaxy S7 -- due to be launched February 21 -- seem more exciting.
It's bound to have a better camera, isn't it? Doesn't every phone claim it has?