A thought about these "viral" marketing campaigns:
They are FRAUD.
They feature actors that are not identified as actors. They portray themselves as "real people," when in fact they are characters created by a company for the purpose of selling product. The difference between this and traditional advertising is that everyone knows what an advertisement is. This is deceptive, and intentionally so.
That is, unless Slavin is a "real" person? I don't think so.
I was absolutely floored by this experience, Microsoft has made a bold move to capture new market share. I ordered a copy of Windows 7 Ultimate edition I have been a hard core Mac person for the past five years, I completely bypassed the Windows Vista experience but something is telling me that I am at a precipice looking directly into the future. Oh, and I just canceled my order for the 27inch iMac quad, I need a little time to think it over.
Its easy to see that Microsoft primarily is a software company committed to changing the world through technical innovation and that Apple is a hardware company that is changing the world through design innovations. They need each other to push the limits of their own visions.
Righto, jackasses. You just happened to mention your iMac order cancelation, the fact that you didn't know MS had a store, and that you are a "hardcore" Mac person. This has the dancing, sweating, screaming monkey-like CEO written all over it.