I am fairly certain, having never met Steve Jobs, that he was a bit more than just marketing hype and product fluff. In my mind, that was part of the public facing that he allowed in the open. I, as a complex organism with multiple thought patterns and facades, recognize that there was probably much more to Steve Jobs than the article author stated. Whether you use Apple products is regardless to the fact that boiling a human down to a couple of descriptives is fairly shallow.