The New York Times > Technology > To Cut Online Chatter, Apple Goes to Court: "He has always had a reputation for being iconoclastic and confrontational. As a result, despite Apple's tradition of positioning the Macintosh as 'the computer for the rest of us,' some Apple watchers said the move could actually serve to strengthen Mr. Jobs's marketing magic by deepening the secrecy - and thus the buzz - he has always tried to maintain around the company's future products.
'He's a master at creating the mystique,' said Regis McKenna, a Silicon Valley marketing executive who began working with Mr. Jobs shortly after Apple was founded. 'His problem is how to continue to innovate out of the limelight.'"
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