Apple built its brand on beautiful design.

But why do people want beautifully designed objects? Just to own something beautiful? Sure.

But also because it makes you look cool, attractive to members of the opposite sex, and earns the jealousy of yours.

But a keyboard which sucks ain't cool: sure the externals are great, but wrestling with a stuck capslock is the opposite of exuding je ne sais quoi.

Not cool Apple. Not cool. And therefore not beautiful.