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However, I think the basic article premise (stated in the title), is something interesting and that nobody is saying. MS was cooler, even when it was cruel and dark. Now it's not even the dark lord, it's like a new IBM, and that's not going to attract a lot of attention.

Seems more the opposite to me. IBM doesn't do anything different than anyone else in their advertising. They just come out and say "IBM products are good." Also, IBM doesn't sell much to consumers, so they don't need or want to sound cool.

Microsoft is doing something different. And while all different is not cool, all cool is different. It's at least half way there.

Hey, it's big news - DHH admits to being Batman!

That's true of most of their posts I think.