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Peeve Farm
Breeding peeves for show, not just to keep as pets
  Blog \Blôg\, n. [Jrg, fr. Jrg. "Web-log".
     See {Blogger, BlogSpot, LiveJournal}.]
     A stream-of-consciousness Web journal, containing
     links, commentary, and pointless drivel.


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Wednesday, September 18, 2002
01:06 - New wave of Switchers
http://www.apple.com/switch

(top) link
There's been a new spate of Switch ads released today, presumably to coincide with the 10.2.1 OS update and the iTunes 3.0.1 release that came out today. Those aren't being made much of (except in the Software Update panel), in favor of the new Switchers-- who appear to have been picked to address some of the concerns people raised about the first wave.


These guys are about as "normal" as they come. There's a cop, a veterinarian, a trucking company owner, a couple of students, a college professor, a lawyer, and a woman whose story of Mac joy is about how she saved Christmas. "Who wants to spend Christmas afternoon downloading Windows drivers?"

The raucous pundits are going to have a hard time coming up with snide remarks to make about this latest group's geekiness, dorkiness, or alleged sexual perversions. No propellerheads or dominatrices in this batch. These are regular people-- which is the vibe that the original wave of Switchers was supposed to convey, but apparently it wasn't innocuous enough. This iteration should do the trick.

The stories are compelling and real. Students talk about why their iPods are so much better than dragging CD cases around in backpacks. Software developers talk about how fun it is to work with photos in iPhoto and make books to send home to one's parents in India. The testimonials focus on what iMovie can do, what iDVD can do, how easy everything is to network, how people can just do more now that they've made the switch. And don't miss student Jeremiah Cohick, who used to be a Mac basher (out of ignorance, he admits with a guilty grin), but who after using OS X has become a missionary with the zeal of one who feels as though he must do penance for his unwarranted sneering in the days before he took up his teacher's challenge to consider using products that didn't have the Microsoft logo on them (I love the irony of how the vicious l33t rebels insist upon the institutional choice, as though it were the gospel of the anarchist or something).

There's a new batch of textual stories posted, too. This campaign seems to be working out for Apple; they've just announced 100,000 subscribers to .Mac since it was announced-- about six weeks ago. That's a lot of people voting with their dollars for Apple's services. After all, you do have to make a conscious decision to pay for .Mac. This is a good sign.

We just had a four-hour time-management workshop at work today; at the end of it, I showed the instructor one of the "Laid Off" movies by Odd Todd-- because, hey, it seemed to be on-topic-- and he was far more interested in my iBook than in the movie. "I'm looking at getting a new laptop," he said. "I'm totally Windows-based, but there's just nothing as cool as this."

Says Jeremiah Cohick, "It doesn't freeze. It doesn't crash. It doesn't require me to reboot when I change network settings. It boots fast. Its sleep function actually works. I don't need virus software. There is no system tray. It lets me run a gazillion media and programming applications without taking a performance hit. And (even though my fellow programmers won't admit it) it is beautiful."

The Mac community has had its ups and it downs over the past twenty years. We're bound to find ourselves in a valley again sometime in the future. But it's damned nice to be in an age of incline.

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© Brian Tiemann