I'm always surprised how many people think that the introductory solitary sentence "Wrong" is an appropriate response to a comment. Particularly so when the original comment is hypothesizing about someone's opinion of something (whether Apple will be "upset" by these ads).

Not to say the comment is "Wrong." It seems like a decent hypothesis that Apple's marketing strategy is to broaden its customer base, and that Microsoft's ads are hindering that strategy. I do think, though, that part of the reason behind the incivility of online discussions is the tendency of members to express opinions in the form of terse, unqualified statements of fact.