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Microsoft's new "I'm a dork" store

Microsoft has a new store, and it's a terrible reflection on a company that is otherwise smart, successful, and creative.

Microsoft's "I'm a PC" trucker hat Microsoft

Why must Microsoft strenuously seek to earn the "dork" label that Apple has been pinning on it? In case you missed it, Microsoft is now offering "I'm a PC" gear - like ties and skateboards and probably pearl-encrusted thongs - online for purchase.

This is stupid. It's not stupid because it's Microsoft. It's stupid because no one wants to wear an "I'm a PC" trucker hat. Or, if they do, they have problems that Windows can't solve for them.

Microsoft needs to be defining its image, not letting Apple define it. Why isn't Microsoft telling the story about much of the world's economy being written in Office? "That memo that Hank Paulson just sent to the world's finance chiefs? Written in Word." Or highlighting that the world's youth are growing up with its XBox gaming consoles? Or something that demonstrates that Microsoft is a leader, not a follower?

I'm a Microsoft critic, but it's depressing to watch the company make such a lame attempt at creating its image as trucker "I'm a PC" hats. It can and should do better.