Technically Incorrect offers a slightly twisted take on the tech that's taken over our lives.
Attention, MacBook users: Microsoft wants you. Really wants you.
And Microsoft believes you want the new Surface Book. Really want it.
It knows you've been wed to Apple for a long time. So it needs you to feel good about what you really want.
To help you overcome your guilt and any insecurities you might have, Redmond has created a special corner of the Web where you can see that divorcing your MacBook can be painless.
There will be no need for lawyers or arbitrators. You just go to the page entitled "Making the switch: MacBook to Microsoft Surface Book" and take things step by step.
Those with gray hairs and a sense of irony might titter on seeing the word "switch." In 2002, Apple ran a strenuous campaign to persuade Windows users to start buying Macs.
It was called "Switch," and it was one of those times when Apple used famous faces such as comedian Will Ferrell (video below) and skateboarder Tony Hawk to help make its case.
On Microsoft's page, there are no stars, just a step-by-step reassurance program. It explains the basics. It shows how to move your photos over. It gives specific tips to Mac users, right down to the different keyboard shortcuts and even how to turn off the Surface Book.
Perhaps most gloriously, it shows you that the new Surface Book you're about to buy will be a perfect companion for your iPhone.
All you have to do now is come over to the dark side. Or perhaps, return to the bright side. It all depends on your perspective.
Ultimately, MacBook users, Microsoft is "humbled" that you're even thinking about switching to the Surface Book.
Microsoft is trying to entice you in ways it never has before. Aeven suggests that Microsoft is catching up with Apple when it comes to "delighting" customers.
Oh, by the way, the Apple "Switch" campaign -- it didn't really work. What did work was the "Get A Mac" Mac vs. PC campaign that ridiculed Microsoft endlessly.