People – real people – consume products and services because of what those products and services do and how they make us feel in their presence.
You could sell an iPhone by advertising its technical specifications just the way your local radio station promotes how many songs it plays in a row.
Or you could focus on what problems the device solves and how that solution transforms our lives.
http://www.youtube.com/watch?v=R1wbQdVezio
It's not about the device per se, it's about what it does for us.
It's not about the station per se, it's about the quality of what's on it.
And how all that makes us feel.