Does anyone else remember the fictional story/memo form about 2005 in Wired magazine in which Linus Torvalds, who had been hired by Microsoft to build WinX (Windows proprietary UI over Linux) was complaining to Bill Gates and threatening to quit because Ballmer kept pronouncing it as "Winux" instead of "Winks"? That was some fantastic writing and a very interesting thought experiment... hopefully someone can find a link to that and share it.