Watch the new TV commercials carefully and you will see how the most effective commercials present an attitude, a pseudo-value. As Macintosh users, we are all too aware of the powerful messages that come from our favorite companies and CEOs. Appealing stories of new products can work us into a frenzy of techno-lust. Other men and women who are not out to save the world or reinvent the company they love with a passion are to be found everywhere. And they'll use the same technique.
Messages become products.
If you buy the product, you buy the message. My words can never sway you. The soft but insistent voices of your teacher or your clergyman can only fall deaf on your ears. You are mesmerized by the images before you. Your computer which was once your servant now dictates its values to you.