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Maybe he's looking at the number 6 and seeing a spiral?

Looks that way to me. If you take that picture of the piano and rotate it, it looks like a big number 6: http://i.imgur.com/YnuV0YY.jpg

Add the five circles to it in the spiral and you get 6OOOOO.

This was my first thought as I read the title. Was a missed opportunity at 514229 :)

I feel they're just manufacturing statements for better advertisement.

If you haven't seen it, Fibonacci Flim Flam is a fun read - https://www.lhup.edu/~dsimanek/pseudo/fibonacc.htm

thanks, that was a fun read

The following sentence explains it. "The way in which [the fibonacci spiral] continues to grow but stay true to its form is very much like Steinway & Sons over these many years."

Tbh, that could apply to any other number.

I think he was just thinking about numbers in general to get ideas, and Fibonacci was one that he knew by name, so it came to mind.