TightWind is written by Kyle Baxter. Stay Hungry. Stay Foolish.

The videos Apple’s released after an iPhone or iPad announcement have rubbed some people the wrong way, but at least the products they announce actually are well done.

ASUS looked at Apple’s success, and apparently concluded Apple’s secret is self-congratulatory announcements and videos, rather than the products themselves.

These videos—especially the “PadFone’s” announcement video—are painful to watch. Here’s a tip, guys: saying you believe in “people-centric design” doesn’t mean a damned thing. It’s just buzzword gibberish. One more tip: calling your new smartphone-docking tablet a breakthrough product doesn’t make it one. Let consumers decide that.