In many countries around the world, there are people who have come out and claimed Windows 7 as being their idea.
Microsoft chose to reveal in its new advertising that the operating system is one that came about because the people demanded it, because the people created it.
And in the process, they hope Windows becomes the people's brand rather than their injury-prone Elton brand.
Yet, as the week of the launch winds down and the hard graft of daily selling begins, it seems instructive to examine just a couple of nuances in the campaign.
Here are two spots, one from Australia and one from the U.S. Both feature individuals who claim that the Snap feature of Windows 7 was their idea.
In the U.S. version, we see Jack, who seems to be a slob. Baggy t-shirt, baggy jeans and, who knows, a baggie in one of the pockets.
Jack claims he had the idea for Snap in the shower. Jack wears his glasses in the shower.
Jack's wife is glumly tolerant and reveals that not only did Jack immediately inform Microsoft of his fine solution, but that he also had to tell his mother. Being American, it seems, means having issues.
By contrast, there's Kevin. Kevin is an Australian who claims that it was, in fact, he who invented the Snap feature.
Kevin is seated in a rather nice waterfront cafe. His shirt is pressed, his gaze determined. Kevin reveals that he got an early look at the streamlined Windows 7 and this forced him to cogitate to great depths.
Unlike Jack, who thinks naked in the shower, Kevin thinks topless on the beach. And the thought he had was "streamlinier." Yes, a new word to define just how much more streamlined Windows 7 is with the Snap feature.
Kevin is so convinced of his genius that he believes the product should have been called Windows Kevin.
So which of them do you believe? Was it Jack's idea? Or Kevin's?
Is Windows 7 the invention of a slobby chap whose first thought is to tell his mother how clever he is? Or is it the creation of the rather slick Kevin who believes not only that he is rather clever, but that the product should bear his name?
The Ordinary Joe or the Extraordinary Egotist? Which of those encapsulates Windows 7 best?