Anyone who has observed any significant number of tech events knows this. Every tech company is trying to tap into the emotions of its audience. It’s just that most aren’t so good at it. Remember Microsoft’s Steve Ballmer leading his audience in chanting “developers, developers, developers!” on stage to while pounding his fist and drenched in sweat? That was strange, but it didn’t generate any major newspaper opinion pieces about how precarious the company’s grasp of reality was.