This apple ad confuses me, the guy on the left is that funny guy from the Daily Show and the guy on the left is one of those ugly guys that ad agencies have decided are koool and stuff beer ads with. Decoding ads is a tricky business at the best of times but I think it all revolves around aspirational figures. So I can understand the ugly guy in beer ads - which are all pitched at 14-16 year olds and drunk kids probably aspire to being ugly geeks, they are drunk after all ...and kids. But I'm the market for computers and I don't identify with him because I'm not ugly - and being a ugly-ist is the last OK prejudice- but I do like the Daily Show guy so that does that mean PCs are cooler then macs? Or maybe it just means that advertising is made by morons.