This is supposed to be about the web as a brand. Yet he touts Apple's site as being a good one (gee, tabs and bars across the top, content in the middle, subcontent on the bottom - where have I seen that before?) because it loosk like OSX. So the web is not Apple's brand - OSX is ... And that most of the other computer sites are not well designed because they all look alike? Andres makes the basic mistake of equating pretty pictures with good design. He understands neither web design nor web architecture (something it cost me good money to learn when I bought his useless book "Great Web Architecture.")