Lots of hand waving by the usual Apple Bloggers on the company's decision to not drastically change the design of the 7. Gruber is trying to argue that Apple is positioning the iPhone as an Iconic design like the Eames lounge chair or the 911. The failure of this argument is fairly easy to see as Apple has historically radically redesigned the iPhone every two years. The 3, 4, 5 and 6 are for the most part fresh designs that don't look like the models before. This will happen again if the rumors of next year's iPhone are true. Will the arguments being made today be quickly forgotten in 2017? I'd guess yes.
EDIT: FWIW, I like the look of the matte black iPhone 7 and never cared much for the 6 or 6S. The little touches like the finish have made a big difference,