You’ve got to hand it to Apple when it comes to saying the loud part loud and the quiet part quiet. The company has spent the last few years cranking up an enormous services business that’s growing by double digits quarter after quarter and generated nearly 50 billion dollars in the past 12 months—yet it tries very hard to emphasize that making customers happy comes first. This week, Apple launched its subscription video streaming service, Apple TV+, and also released its quarterly financial results. In the regular phone call with Wall Street analysts, Apple CEO Tim Cook tried very hard to get investors excited about Apple’s opportunities to make lots of money while not making it seem like Apple’s lost its soul in the process. The goal of services companies is to trick you into signing up for as many different confusing services as possible, so that you forget about them or find it too burdensome to cancel them. Apple has already gone well down this path, and instead of tiptoeing around it all the time out of fear of pissing off Tim Cook, I wish the media would just flat-out say it: it’s sleazy. It’s not illegal or wrong or anything like that – but that doesn’t make it any less sleazy.