It was a different time, "CEO of an unsuccessful tech company" wasn't a person you had to have an opinion on. And then once Apple became successful with iPods and iPhones, their business model was "give us money in exchange for this neat thing," which is sort generally likeable and also opt-in (technically Twitter is opt in, I guess, but all the news reporters take it very seriously for some reason, so it tends to impose even if you don't opt in).