My parents had a very close friend, Yvonne, when I was growing up. She was a German woman, whose immediate family (from a larger, very well off family, in manufacturing) fled Germany when Hitler rose to power. She and her parents had seen the boxcars at the train stations, headed to the concentration camps.
Even though the larger family (who had done well under the Nazis and later) would send gifts and letters begging them to come back and visit Germany in the 60's and 70's, Yvonne never did. She faulted all Germany for the holocaust, and nothing would make her go back. She wasn't timid about letting her German relatives know it.
She was diagnosed with Pancreatic cancer one fall in the late 70's (she, who ate the healthiest diet of anyone we knew, who was always out walking) in a small hospital by an oncologist who told her to enjoy her coming holidays, they would be her last. There was nothing he could do.
Thankfully, she had good health insurance (ah, another story- now, she probably would have had an HMO that paid for hospice), and we were in NY. She went to Sloan Kettering and had a Whipple Procedure (a horrible experience- she lost tons of weight, had to lie down and take a ton of pills when she ate anything or she would be a mess) but she lived.
Each year, she'd send a Christmas greeting to that first putz of a doc with the closing "still enjoying the holidays, and going strong"
Go strong, Steve. Maybe consider a few donations to cancer research and to groups that want to provide better health insurance to the masses. Instead of downplaying your experience for the sake of the shareholders, it could be an enlightening one. Think of it, the Apple Cancer Cure donation app, which would match to a certain amount what iPhone users could donate on their phones.
Think different.
