I guess on the plus side the ads present the friendly, cheery, non-threatening genius as a contrast to some grumpy, over caffeinated helpdesk guy you might have

I guess on the plus side the ads present the friendly, cheery, non-threatening genius as a contrast to some grumpy, over caffeinated helpdesk guy you might have working at your office or a sleazy, lazy Best Buy customer service rep who just wants to sell you another warranty. What's odd though is that every ad shows exactly the situations where you wouldn't have access to a genius :S Here is everybody analyzing these ads like they are a long-lost Kubrick reel so I guess it still works on some level among the Apple faithful.