The big problem I have with the "to the cloud" ads is that there's no real call to action, just a vague message that this "cloud" thing seems neat. It shows yo

The big problem I have with the "to the cloud" ads is that there's no real call to action, just a vague message that this "cloud" thing seems neat. It shows you a bunch of features under the vague branding of "Windows Live" and "The Cloud", but it's not really clear what you're supposed to buy or download to get them. Are you supposed to run out and buy one of those touch-screen desktops they're showing off to get the features? Is Windows Live a thing you buy in store? Are these features actually already in Windows 7, and if so, in which apps? As a techie I'm aware of the distinctions between Windows, Windows Live, the Cloud, and the touch screen computers that feature prominently in these ads, but most people aren't. Apple is great at clearly getting across the idea that say, iCloud is baked into Lion and iOS 5, so be prepared to get those things to get all the benefits of the iCloud. They give you a simple name to hang all of the benefits they talk about on, a concrete way of obtaining said named item, and a date to expect to go and buy it. Microsoft, in contrast, can't seem to clearly articulate to people how to get the benefits they are being shown.