Is Apple good at marketing? I wouldn't say so, but if I said that, I'd be lying. Check out the below video of the new MacBook Air in an Apple Store, suspended in the air by nothing but a balloon.
Yes, how amazing is that. For someone walking in and asking "just how light is the MacBook Air" and being the Sales Person being able to say "look behind you" and seeing it just hovering there like magic... I'm 99% sure Apple would sell a MacBook Air right there and then.