Now I'm certainly not a PC

What a terrible piece of brand strategy planning for Microsoft. This is in part a defensive response to Apple's advertising that highlights so of Windows and specifically Vista's weaknesses in a "I'm a PC, I'm a Mac" format. When Apple have consistently given Microsoft their best R&D innovation (right back to 1984 and the invention of the Window and commercialisation of the mouse), why does Microsoft find this David and Golliath relationship so threatening to do defensive TV advertising (even featuring Gates himself!). Perhaps Bill Gates efforts through the Gates Foundation attempting to cure Malaria will be more successful.