The point is, a matter of your principle should factor into your purchasing decisions rather than just avidly following one brand.
I'm someone who loves the Thinkpad aesthetic and have used them extensively in the past, but the current direction they're heading with all the shaving keyboards, shrinking batteries, soldering components etc I do not endorse. So I will not buy them, or recommend them as easily to the people I know until Lenovo shows me they've changed.
I have friends and family members who have used Apple MacBooks and Microsoft Surfaces in the past and while they loved their devices, some had to pay a hefty amount for a simple repair that would've cost <$100 with another brand. So I do not buy, use, and easily recommend their products until they get 8+/10 on the iFixit Repairability score.
And Pete is right. "I care about weight, not thickness. With the right materials, you can make a thicker but light laptop." LG Gram laptops are a good example of this, but it takes significantly more effort and resources which more advanced hardware companies like LG and Samsung are capable of.
Now as for Titanium, it must be special if both the X1 and the MacBook are planned to use it for chassis manufacture. As always, I'll wait for proper durability testing videos on Youtube where reviewers brutally drop and chuck the review units.