When I started reading Gruber, before I was even an Apple fan, I loved how he plowed through the anti-Apple BS that showed up so regularly on tech websites (and that I didn't even recognize as such before I started reading him). I think his style is a reaction to all the nerd bullying that Apple users have been subjected to over the years. (And really, you still see it everywhere in the tech sphere. "How's that one-button mouse?" "Mac gamers? LOL!" "iSheep" etc. Try asking a question related to Macs or OSX on any tech website: you'll get a hundred comments laughing at you for having bought a Mac. If you're into Apple products, it's hard to not grow angry and bitter after a while. Hence the endless flame wars between Apple and Android users on sites like The Verge.)