haha ya sorry about the steaks - was thinking opposite of urban vegan 
it sort of did two things (for me)
1 was acknowledge the come from behind position in a self depreciating way - ie; rising from grave - fun sci fi theme - spreading "light"
2 would be: hey you were first - tablets are ms - so its only natural youve been waiting for the best one (newspaper / gates / past)
3 would be - the old saying "awaken a sleeping giant... which is what iOS did (iphone/ipad) to MS
so...we USE it...but dont apply it to the redundant/expected target - we apply it to the consumer
"awaken the giant in YOU" like - we just woke up with all this power...want some?
