Paul from what I understand and I sort of summarise what others have said... What the Windows 7 advertisments are trying to communicate by saying "I'm a PC and Windows 7 was my Idea" is that the developers of windows actually listen to their end users.It puts power in the users hands by saying "I did it". Windows 7 users start to feel that they are an important part of the brand and the software development process and on some psychological level own the software :)... Most large companies will go to great extents to find out what their customers want. By creating this environment of "we are listening" and "its all about you" they win people's hearts and generate a healthy feedback mechanise where the end users tell the developer the sort of features they want to see :)... This is great market research for the devloper.... And the amazing feeling of contributing to something is what keeps users loyal to the brand. Very much like what open source software does... Just my 20cents worth hehehe...
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