A pretty well written post, kudos.
I also think their Kevin Butler ads are heading in the wrong direction. Let's face it, those commercials are only really speaking to the current PS3 user base. They spend too much time trying to make fun of the competition when they should be solely focused on talking about the features of their own products. In general the public doesn't respond very well to commercials targetted at taking swipes at their competition.
The one company that was able to pull it off was Apple but they did it by focusing more on differences in culture than features and also by making the Mac guy a character that was actually sympathetic towards the PC guy, they let the PC guy himself talk about "his own" problems. If the Mac guy had been standing there poking fun at PC those commercials would have been much differently received.
