The BBC didn't ask about that. They got the answer they wanted--Apple = religion--and then went off to look for organ music and choir tracks to play over pictures of Steve Jobs.

They also neglected to mention that the , the group whose researcher they interviewed, isn't some non-profit. They're a for-profit business that tries to sell clients on the idea that they can learn something from how the brain reacts to products.

Our company is a next generation consumer research enterprise. Using applied neuroscience to see inside the consumer's mind, we provide leading marketers and public sector clients with accurate and actionable insights into their customer's cognitive engagement and emotional impulses.

So, they have a vested interest in making people believe this stuff is true.

Almost like the heads of major religions.