More than that I&#x27;ve noticed about 30 years of consistent and regular fluff pieces to glamorize people such as Bill Gates and Jeff Bezos.  One of the notable exceptions is Steve Jobs who stopped giving interviews to these kinds of reporters in the 1980s, and also stopped getting covers around that time (after that, if he&#x27;s on a cover he&#x27;s holding a new product.)<p>One observable consequence of this is that Steve Jobs who gave us so much is widely reviled, while Bill Gates who destroyed the packaged software industry, almost killed the internet and went so far as to have schools raided by SWAT to make them buy windows licenses for their computers (computers that were Macs, by the way, back when Macs ran PowerPC and couldn&#x27;t run windows anyway)... is widely regarded as a humanitarian[1].  Jeff Bezos (whom I&#x27;ve known personally) is widely regarded as a Tech guy (despite being really just a pointy haired boss.)<p>There&#x27;s a reason these guys spend money on PR-- the PR becomes the public perception.<p>[1] I&#x27;ve been in the room when both Steve Jobs and Bill Gates and Jeff Bezos lost their cool (three separate occasions, fortunately I was not the target.)  Steve was quietly upset &quot;how are we going to fix this?&quot; and &quot;we&#x27;re never going to let this happen again, are we?&quot; with all the weight those comments imply.  Bezos and Gates both lit into the person with a clear intention to make their victims feel like nothing (both in different ways brought up the victims family as well.)  I worked at Amazon and Microsoft, but not Apple.