Microsoft's new Window's campaign finally has found a clear selling proposition to support "life without walls."
Windows enables us to find and configure the exact computer to meet our needs because it is the standard embraced by every manufacturer...except Apple. (This seems a little more compelling than Jerry's desire for a moist and chewy PC.)
Leaving aside comments on the execution, the premise that Windows opens us up to a full spectrum of options and brands is persuasive. Additionally, it gives Microsoft the opportunity to reposition Apple as a take-it-or-leave it brand that asks us to sacrifice choice in pursuit of cool.