When your products are very nice, but not generating the pained envy of iPhone owners, you might think of making your whole brand stand for something more, in order to involve people more.
Perhaps the company thinks it can get its share of the Android faithful and that's quite enough, for now, thank you.
It's worth wondering, though, what the Samsung brand stands for these days. Apple still occasionally creates products that seem quickly to become oddly ubiquitous -- the still-ugly AirPods, for example. It bolsters that with a strong message of humanity and especially privacy. (China excepted.)
But with Cupertino often bordering on the superior and sanctimonious, it's a fine opportunity for Samsung to be the aggressive, insightful, witty underdog.
Yet what is Samsung, at least in the US? A bit of an underachiever? A company that (arguably) creates the nicest Android phones? But a revolutionary? How about a company that regularly captures the emotions of the young?