Computers are scary. They're nightmares to fix lose our stuff and on occasion they crash producing the blue screen of death. Steve Jobs knew this. He knew that computers were bulky and hernia-inducing and Darth Vader black. He understood the value of declarative design.
The social business marketplace is effectively forcing brands to engage with consumers on the basis of something that is meaningful to them. More often than not this takes the form of some core value that finds expression in a non-profit cause.