FORTUNE — The video is lovely. And the elaborate timeline on Apple’s home page that introduces the cast, profiles the Macs, and expands on the video’s themes is clearly a labor of love.

So is it churlish to suggest that some people at Apple (AAPL) might have too much time on their hands? Or that those resources might be better deployed fixing iCloud, solving the iPhoto back-up problem or pushing the next great thing out the door?

Even Daring Fireball‘s John Gruber is playing the “Apple wouldn’t have done this if Steve Jobs were still in charge” card.