And the most expensive. Maybe they could get J. Ive to use his best "I'll be your server today" voice and purr about how, "We think you'll agree that this is the most expensive iPhone we've ever made."

Just read your comment and hit play on the livestream to hear Jonny Ive immediately say "the most advanced LCD in a smartphone"...

Why would they stop? They have people like Rene Ritchie who live and breathe what they say and repeat it on their website for other people who live and breathe it.