actually this is Apple saying to those not blinded by marketing brainwashing that the 4S has one significant feature and it's the only thing they can sell the unit on that hasn't been done on previous iterations and doesn't look outclassed by other devices.
Really, this is still part of the anti-Apple playbook, the ol' people are being brainwashed by advertising, but I'm too smart to fall for this routine?
Boring. The 4S is the best-selling smart phone ever. Too bad only you seem to see through the emptiness of it. How clever of you!