When Steve Jobs demoed an Apple product or service, did it ever matter to you what music/movie/tv show he chose during the demo on stage? I remember Jobs picking Bob Dylan or the Beatles many times. Would it have made a difference to you, if he had picked say... Brittany Spears or the Backstreet Boys? It would have to me. I thought the Apple Beats deal was horrible on many levels. A subpar headphone company, advertizing/marketing driven, with a culture that appeals to wannabes and "pop" culture. Then I came across this today: IMHO Grado makes the best headphones. They have a self-confessed $0 ad budget and rely mainly on social media and word of mouth. They are focused on great sound and appeal to music lovers. I do not want Apple to buy them. But I found it very surprising that they have a Surface "special edition" product. While Apple chose to go with Beats. I'm not anywhere near to being a fan of Microsoft's products and I am not involved with Grado (apart from owing a pair of headphones they make). I think this is yet another sign of the changing culture/taste/values at Apple, as it gets further away from Jobs influence and grows into an even bigger company than Jobs ever managed. I'm not a fan of the direction they're heading in. Discuss.