It's all splendidly competitive and surely inspires Surface-owners to extreme pride. Simultaneously, such carping acknowledges that MacBooks really are quite popular. Which frustrates the Surface-maker.
The latest Microsoft assault on Apple, however, might have one or two people wondering whether Redmond has run out of insults.
Actually, my worry is whether it's either funny or even offensive.
You want an insult to be remembered, enjoyed, and repeated. You want it to have an unpleasant truth at its core. You want it to hurt.
But the BackBook?
Is this trying to say that the MacBook is somehow a product from way back? Is it suggesting it's back-breakingly expensive? Is it suggesting that owning a MacBook will get your back up? Or perhaps it's much harder with a MacBook to back it up?
I fear it's none of these things. I fear it's just a joke suspended in mid-air, never destined for landing.
Please, Microsoft. Be offensive, if that is your bent. But make it funny. Make Cupertino hurt.
Put your back into it, will you?
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