““Leading up to the announcement, the boss did what the boss does best: he built excitement. The press followed him around like a waddle of deranged penguins, just as it had for years. They swallowed his Twitter-announced promises for a “big surprise” the next Tuesday, or Friday, or the week after like they were slurping down pickled herrings, only to see the dates come and go, only to get fooled again.””
