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Jobs clearly understands much of the point of personal computing. It's not just marketing. However, he strongly attracts those who yearn to fit in somewhere. There are many people like that; look at Joel Spolsky or especially Philip Greenspun. There's the marketing component, but there's also substance.
I'm not wanting to concentrate on peoples' personalities, but it does point out how there aren't that many people who "get" what they're working on.