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By making everything "exact" and lacking personality, Apple open themselves up to a world of hurt when something goes wrong with the eventual release to a million users? (e.g. iP4 with Retina/Signal/Holding etc.)
MS and Google allow people to "play" with their ideas before the mass.market gets a sniff.
This is a better method of delivery that will surely sustain marketability better in the long run, yes?