Minimal Mac gets it.

“Furthermore, it is increasingly apparent that Apple feels that he moment you are presented with an option you are taken away from the experience and interaction with the device and that, my friends, is the secret sauce that Apple sells you. They have never been in the business of selling you a box. They sell you an experience and the more immersed you are in that experience, and the less choices you have to make, the more you can simply focus on what you need to get done.”

Minimal Mac.