Soli, I think you're trying too hard to get the "real meaning" of that ad. I prefer to keep it simple, stupid, otherwise known as the "kiss method". To me, at least, that ad isn't "attacking" potential customers, but rather just identifying said group. It's just saying: All consumers have a choice between acting like a lemming, or trying something unique that we believe is better. Your choice. And, IIRC, That ad was very successful , was it not?