" As I’ve explained, selling OSes for money is a basically untenable position, and the only way Apple and Microsoft can get away with it is by pursuing technological advancements as aggressively as they can, and by getting people to believe in, and to pay for, a particular image: in the case of Apple, that of the creative free thinker, and in the case of Microsoft, that of the respectable techno-bourgeois. Just like Disney, they’re making money from selling an interface, a magic mirror. It has to be polished and seamless, or else the whole illusion is ruined and the business plan vanishes like a mirage. "

― Neal Stephenson , In the Beginning...Was the Command Line