{chortle} Morford.. good at his trade.
Average 'computer' user - still cookbooking Everything, even after 10 years of Doze.
Still dumping everything into Briefcase. [I know of several.. after years of "use" who have no concept of a file, directory or why you might want to Know.]
I keep waiting.. for Apple to do some really CLEVER ads illustrating what the word COST really parses to, especially now.
(I'd bet that a lot of folks would pay Real $$ to *never* have to run fucking Norton-or-other $VIRUS$ checkers, let alone all the other crap.) But first:
Someone has to 'splain it all on a Dubya-speak level with sep'-a-rate' ac'-cents' on each syl'-la'-ble'..)
$50M ad campaign - chicken feed.