So I'm sitting on a hard wooden seat in my local Apple store, waiting patiently. It had been a half hour since I was politely shown to a waiting area while the large crowd buzzed around me. Twice, an Apple rep came over to apologize for my wait. Her apology felt sincere, like she actually cared that I was waiting and inconvenienced. Another point scored for Apple—sincerity. Which is when it hit me: In any other store, I'd be cursing under my breath, impatient as heck, demanding to be served. So why was I being patient?