Apple hawks thin obsessed term "Thinnovation" with new MacBook Air

Allow me please to take a moment to get something off my chest. Don't get me wrong, I'm a die hard Mac user, and you'd have to pry my iPod from my cold dead fingers but, sometimes, sometimes Apple's marketing approach really gets on my nerves, and seeing this marketing word "Thinnovation" related to the new MacBook Air touted as the world's thinnest notebook just made me go "Ugh!" A piece of copy that struck me was, "But you don’t lose inches and pounds overnight. It’s the result of rethinking conventions." In my world, that's like saying, "You don't get to a size 0 overnight. It's the result of rethinking normal body functions like eating."

Looking through "thin" eyes
Now granted, I am looking at this through the eyes of someone who writes all day long about body image, so there is a bias, but come on Apple is the best feature of this new laptop its size or it's capabilities? To me, this marketing angle is like assessing someone's value based on their appearance versus the content of who they are. The best thing about you is you are thin, and Apple is thin obsessed because they said it themselves about the MacBook Air design, "everything has been considered and reconsidered with thinness in mind." That sounds like Pro-Ana Thinspiration talk. Sarcastically, I thought to myself:

"Gee! With the new MacBook Air thintop created with all this awesome thinology, I could surf the Thinernet and have fun on my favorite Thin 2.0 apps like ThinBook, Thinnr, and Thinnster."

Am I going over board? Well, isn't that thinking thin? It's "flat-out stunning."

Thin is not the true benefit
Why couldn't Steve Jobs focus on the power, the speed, and the cool things you can do with this thing, and then say, "oh and by the way, it's light." The real benefit of the MacBook Air is...

...not that it's thin but that it is really light at 3 lbs and will take a greater load off my back when I have to carry it around in my bag. But, we live in a thin obsessed society, and we put "thin" on a pedestal.

Some of Apples products are like supermodels sizes, they keep getting thinner and thinner with every generation. The original iPod looks like a fatso compared to the latest version, and the Nano is practically thinner than a knitting needle. As in fashion, can electronics be too thin also? Are notebooks going to be so light that they will blow away from our laps if a gust of wind comes by as we blog in the park? Will I need a paper weight to keep my desktop from flying off the desk? Will my cell phone be so thin that one day I might push a button too hard and break the thing in half?

I don't mind some "meat" on my electronics so they feel substantial.