Thats a great point, but I don't think you can quite capture the full breadth of current emotion under the term 'future'. The issues you mentioned about the cu

Thats a great point, but I don't think you can quite capture the full breadth of current emotion under the term 'future'. The issues you mentioned about the current age are primarily focused on society/civilization, and I'd say people certainly fear the depersonalization of society and the break down of current civilization. The branding on the other hand isn't really focused on the human aspect of the future, its an idealized vision of new possibilities that future scientific progress holds. IMO, Scientific progress as a whole has positive connotations with the public and is still seen as the "way out of here" that you mentioned. I like your idea about selling the American dream though. That seems like an easier strategy for Microsoft to transition to compared to this futuristic idea, and I think it would capture the non tech-savvy consumer market (which is the huge majority) more effectively than current marketing techniques.