If you drop money on a brand from a real design firm, you get this same booklet. It's common practice. I've had to both design brands and the booklet's we gave to clients, as recently as a year ago. Of course a year of R&D, Market/Competitor Research and Design Studies cost our client $150,000.
Usually budget logo design; from freelancers etc, result in you getting an email with x number of Options and little to no reasoning.
It's salesmanship! When you spend six figures on a logo, you are certainly going to enter the final presentation with a lot of skepticism. Presenting the final work this way alleviates that anxiety.
You have to wonder if some of that salesmanship rubbed off on Jobs and if he carried that into his later years at Apple.
