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About the OP, I don't understand why people keep saying that Microsoft is a master at marketing. I'll enumerate why I think they don't know a damn about marketing.
1. Go Play!
2. Seinfeld.
3. I'm a PC. Apple envy? Witty comeback? Just say no.
4. Vista.
5. Boink, I mean Bing or Live or MSN Live. Gah, too many failed domains to remember.
6. Zune.

I must admit they did a commendable success of etching halo into the minds of FPS fans in the US, but c'mon if that's the only qualification I don't know what weed you were smoking.