How does it feel?

I just saw a TV commercial explaining that the important thing about a product is "how does it make you feel".  Yes, it was a commercial for Apple.

I've noticed recently in the product reviews that I read this progression,if you will, from how does it work to how does it feel.  Do you feel an emotional connection to the product/brand.   It's the next step I guess from concentrating on the customer experience to this.  I see surveys asking me if I feel emotionally connected to a certain brand.  Am I excited about this brand?

No.  I am not excited about the Gap/Apple/Microsoft/Ford/Chevy/etc...  I wonder about people who are.  Is this any way to run an economy?  If you are excited about Apple's new product, I guess you will buy it in the millions but why?  At least you will have something to hold in your hand, but consider then a company like Zynga.  If you are excited about their games and buy them by the millions that might be good for the economy for a few minutes but then what?  You become bored with the game and the company goes under. 

I am not connected emotionally with my pants.  I need them to fit and cover my body.  That's it.  The people who need a relationship with their trousers will hopefully learn something more useful in the future.  Maybe from Web bubble 2.0.