[purplecats]

> wound Apple's pride

do businesses really "think" in a personified manner as this? isnt it just what the accounting resolves to as the optimal path?

[lxgr]

Despite decades of efforts to reduce individual accountability in corporations to zero, companies (as social groupings) definitely still have some sense of identity that shines through in decisions.

[Andrex]

The C-levels leading the companies might, and the tech CEOs in question have been at the helm for a long enough while to build up some emotional feelings.