Lenovo itself has built a version of lust and fear into its overall strategy: attack and defend.

FORBES: Segmentating On Fear And Lust

Thus, one can map lust onto innovation and fear onto predictability.

FORBES: Segmentating On Fear And Lust

They were motivated by the lust to dominate other people and the fear of being ordinary.

FORBES: I Am America's Amygdala

Since Palm's announcement at CES this year, news surrounding the Pre has been a veritable whirlwind of activity: rumors, half-truths, hate, love, fear-mongering, fanboyism, rampant gadget-lust... and even a little late night celebrity for the pint-sized phone.

ENGADGET: Palm Pre review