I'm the author of the article and want to present a different perspective:
I don't think you're being completely fair to these guys. Sure, they're Apple enthusiasts but they're also digging significantly into the data to back up their analysis. For example, check out one users' analysis on Apple's Cost and Cost Ratios to Revenue: http://www.postsateventide.com/2010/11/apple-quarterly-compa... (Found here: http://www.macobserver.com/tmo/forums/viewthread/79667/).