1. According to MS, this campaign came out of a survey where something like 45+% of users didn't know Gmail scans their emails, and 80+% of those didn't approve of it (I think this is the survey http://www.scribd.com/doc/124257005/GfK-Email-Privacy-Report). That's a pretty significant number of users.

2. The "I'm a Mac" campaign was childish, and even though I was predominantly on Windows then and the ads were so very wrong, I laughed along at them. Similarly, I'm primarily a Gmail user, but that GmailMan character is hilarious.

3. However the campaign appears to us, apparently it's working?! http://adage.com/article/digital/microsoft-s-google-bashing-...

On the other hand, some doubt if that's really translating into commercial success: http://marketingland.com/microsoft-scroogled-campaign-61887