What is perhaps most pathetic about this dynamic is this inference. If Jobs managed to get consumers to buy into the “cool cult,” what they are engaged in now - complete with votive candles and shrines at the mall - might be interpreted less as mourning Jobs than as expressing anxiety about the source of their own coolness. The brand - and so their identity - is under threat and that must make them uneasy. Right? Uncharitable maybe, but not implausible.
