This was a bet on soft and squishy miracles in a competitive world full of people every bit as intelligent and cunning as Apple's leadership.

WSJ: Jenkins: Apple's New Normal

It then repeats the process on the survivors until something useful emerges though, unlike natural evolution, there is a bit of intelligent design in the process, too.

ECONOMIST: Advanced biofuels

But they also want to enjoy the benefits of a little cheating, especially if it reinforces their belief that they are a bit more intelligent or popular than they really are.

ECONOMIST: Schumpeter