advertisements usually don't affect me that much. i am more likely to be persuaded by a positive review that also covers negative aspects of a product. i'm not sure why i'm hung up on this but ads for apple don't appeal to me as a consumer. the npr story says that the pc guy in the ads is tweedy, lumpy and awkward, which is exactly how i feel most of the time. who are they aiming these ads at? not windows users. it seems like these ads are aimed at apple users, affirming what apple users already know -- that they possess a greater level of "cool" than the rest of us who like to get things done.