"Microsoft's attempt to field something similar in opposition to Apple's campaign was cynical and, as it came to light, laughably inept. One might imagine the sequence of events there, but you'll have to imagine it yourselves, because I can't write that.
Apple's ad campaign is well executed. The ordinary people they recruit are believable, if only because they're so, well... normal. It is easy to think Apple just dug up some new customers and asked them to audition for a few extra bucks. Paying anyone to publicise their own free choice isn't reprehensible. I don't really think Apple paid them to switch."