Consistency is really important in branding. I don't understand why people rag on Apple for being so incredibly consistent in their branding. I bet your own marketing department would love to have that kind of discipline.

How much time is spent here on HN talking about A/B testing things and going with the best result. Apple is incredibly profitable. As much as it might irk you, I bet their phraseology performs VERY well.

I reckon a list of words meant for creating needs and wants.

followed by long pause

followed by "This is {epic|awesome|amazing|special}"