Older generation people don't get it. In fact, Tim Cook looks an awful lot like the CEO of Morgan Stanley, who has also said that everyone must come back: https://cdn.cnn.com/cnnnext/dam/assets/210616125256-morgan-stanley-james-gorman-file-restricted-exlarge-169.jpg

These people cut their teeth during the 1980s and they don't understand how things could work any differently than it was for them.