We're just watching a classic case of psychological filtering play itself out. Apple is bad, therefore we filter information to the contrary. Not only do we filter it out, we ignore its existence. That's not conspiracy. That's psychology. How else can you explain work TheStreet contributor Richard Saintvilus did back in June of last year falling on deaf ears? Saintvilus, June 13, 2012: Sirius XM's Greatest Fear: Apple in the Driver's Seat. And now, TheStreet, January 28, 2013: Apple Gives Us the Siri We've Been Waiting For. And then, Forbes, January 31, 2013: Apple's Siri (Finally) Hits The Road. The "finally" snark notwithstanding, that Forbes' article, the piece from TheStreet and Saintvilus's stuff from seven freaking months ago is the noise we shouldn't ignore. It's innovation at Apple. Yes. Innovation. Just because it didn't (seemingly) come together in a few months from the mind of a genius doesn't make it any less innovative. This stuff takes time. It's all going down -- in a roundabout way -- as Saintvilus predicted. Siri not-so-slowly becoming a more important part of Apple's ecosystem. Now you can order movie tickets with Siri. Apple is quietly getting it integrated in automobiles. No pomp. No circumstance. If there's not a press release or a media event with free snacks, most media hacks refuse to do any work that might buck the status quo. Or, at the very least, challenge it. Siri. Apple was smart to release her in 'Beta.' She's already a household name across considerable swaths of iOS-dominated urban and high-tone suburban America. She's quietly coming to your car. And don't be surprised if Apple catches everybody off guard and makes her an integral part of your living room. Now back to the rampant negativity until somebody at The Wall Street Journal or somewhere flips the switch back to positive. Follow @rocco_thestreet -- Written by Rocco Pendola in Santa Monica, Calif.