There’s no doubt that Steve Jobs and Apple know how to build excitement. People do not set up �[Keynote Bingo](http://arstechnica.com/staff/fatbits.ars/2007/1/7/6514)� for [Gates’s keynotes at CES](http://www.cesblog.co.uk/2007/01/bill_gates_envi.html). Microsoft does not shroud its booth in black cloth to build up expectations about the goodies hidden underneath.
[!(https://i2.wp.com/www.onemanandhisblog.com/content/images/2007/01/351811249_a231ca9f50_m.jpg?w=960)](http://www.flickr.com/photos/adders/351811249/ "photo sharing")[Preparing for the Keynote](http://www.flickr.com/photos/adders/351811249/)
Originally uploaded by Adam Tinworth.
It also, I suspect, creates a sense of shared experience amongst the Mac loyalists, a bonding of identity much the way that the Queen’s Speech on Christmas Day used to do for us Brits.
Whatever. It’s fun to see what goodies Uncle Steve has lined up for us. Let’s see if he can live up to this year’s greater-than-normal hype.
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