There are a bunch of reasons; one of the primary ones is that it's awesome to work for a winner, and it's awesome to work on stuff that is part of the common culture (telling your mom that you can't talk about work but that she should check out the front page of the [i]Times[/i] next week is quite a rush). The downside is that you get a lot of the shouting and stomping around behavior copied from Jobs that trickles down -- after all, you get ahead by aping the Big Boss, right? Here's hoping that with Cook in charge the culture starts to mellow out a little.