Technically Incorrect offers a slightly twisted take on the tech that's taken over our lives.
Apple recently launched a new phase of its "Shot on iPhone" campaign to feature photos taken by normal human beings with the iPhone 6S.
I fear the latest effort of the company's CEO may not make the billboards.
It wasn't the most perfect image.
It was blurry, less than graphic and similar to thousands of pictures that were no doubt posted by excited fans and onlookers from Levi's Stadium in Santa Clara, California.
Naturally, some Twitterati couldn't believe what they just saw.
Kyle Matteson wanted to add the line: "Shot on iPhone 7."
Rich Brome offered more prosaically: "Uh... Is the message here that iPhones take terrible photos of important moments?! Because that really seems to be the msg here."
Saffat Bokul spoke for Apple non-fanboys by musing: "Someone get him a Samsung S6 edge plus or LG G4."
It's unclear whether the photo was taken with an iPhone, but many would assume this is so. Apple didn't immediately respond to a request for comment.
Using your product in an imperfect way doesn't make for the finest ad. It's as if Microsoft co-founder Bill Gates used a PC to create lascivious cartoons.
It could be, though, that Cook is a human being. It could be that he was rather excited to go to the Super Bowl. He is, after all, a rabid Auburn football fan.
Moreover, it could that he was moved by the celebrations and photographed them as many a normal human being would. Then he got carried away and posted the shot to Twitter.
We may never know the truth, unless he jokes about it one day during an Apple keynote or a fascinating Charlie Rose interview, during which he's trying to say as little as possible.
For now, though, we must content ourselves with the information that Cook might occasionally switch off from being CEO of Apple.
A touch heartening, isn't it?