I have to agree a bit about the technology being more than a mere tool. A piano could be thought of as a tool, but a nice instrument is a joy to play. Macs are a "joy" for people to use. They exceed simply being a tool for different reasons for different folks. It might be simply - "wow, I made a movie - I never thought I could do that" - sure, making a little movie, the tool did that, but the software made it easy, made the product look good, made the user feel good about themselves instead of frustrated or dumb. People want to see what else they can do and find a similar outcome in iPhoto - that makes people happy and want to use their computer; it becomes enjoyable, creative, people want to see how they can express themselves (now that they aren't feeling frustrated and dumb) - that gets people really excited. They post lots of messages about it!