There are many ways of showing respect to those you don't actually respect.
So it's touching to see that Apple has not only produced a few "Get A Mac" ads to darken the hearts of those about to upgrade to Windows 7, but has also donned its Wellington boots, gone down on its knees, and offered a dig in the grubby world of search.
I am grateful to The Next Web, who discovered that Cupertino has been throwing a few grenades into Google searches such as "Download Windows 7" and "Windows 7 download."
While one naturally expects to see ads for Microsoft stores adorning these searches, Apple has slipped in ads that suggest the best way to upgrade to Windows 7 is to actually purchase something from the Apple family.
Some might find it amusing simply that Apple is using such a tactic. But perhaps others will be a little disappointed that the wording for the ad is so straight. No jibes. No subtle suggestions that Windows 7 is merely a Manchurian macrame version of Vista. Not even a hint that Windows 7 will make you more miserable than eggnog ice tea.