Interesting piece in Scientific American: Gadget Politics: Why Tech Fans Share the Love and Hate: http://www.scientificamerican.com/article.cfm?id=gadget-politics
"First, tech companies these days work hard to link their products to style and image. Those colorful, silhouetted dancing iPod ads never mention a single feature—except how cool it makes you. The message seems to be, “You’re not worthy if you don’t buy one”—and suddenly, if someone disses your gadget, they’re also dissing you as a person..."
Apple's got a brilliant marketing dept, while MS doen't seem to care about its image. Even so, I've always been a PC person and I'm definitely not cool. I like John Hodgman much more than cool dude.