“If Apple had gone the traditional route of portraying Microsoft as a gigantic monopolistic borg, great at crushing competition through market pressure but capable of developing only mediocre products, the ads would have been boring. More accurate, perhaps, but boring. They'd have been the 30 Seconds Hate, and that’s just so last century. Instead Apple portray the PC as mostly well-meaning, likeable, goofy… but completely ineffectual.” source...