This isn't "reviewing", it's spin. There's not much to talk about with this review, and Gruber's talent is for making the boring stuff sound great. So he talks about the color gamut of the display. He fills space with nice-sounding pablum like (yes, this is a direct quote): "Apple boasts during last week’s event that they now measure the precision of the iPhone 5 assembly in microns. A micron is one-millionth of a meter." And he does this repeatedly through a long, winding, elegant post.
That doesn't tell you if it's a better phone than the 4S (or the GSIII, or whatever). All it does is give you a good reason to want it more than the 4S.
Trying, certainly, but Gruber's criticisms always seem to be of the "if I don't put at least one critical thing in this review, they'll know for certain that I'm a fanboy!" flavor. He spends paragraphs spinning "the device has a bigger screen" into something negative, for example.
That doesn't tell you if it's a better phone than the 4S (or the GSIII, or whatever). All it does is give you a good reason to want it more than the 4S.