A few days ago, Apple's cryptic announcement took over the apple.com homepage and the iTunes homepage. Today, the 16th of November, would be a day we'd never forget. Big words.
Now that the announcement was over, the tech world is full of complaints: this is no big deal.
But it is. Apple reminded us they are a company of people. People that like music. Thus iTunes, thus iPod.
Music people get excited about The Beatles.
This is better than technology and device announcements. Not every billion dollar company can do this. This is personal.