i'm not a mac user, and i didn't find him smug. i actually liked the commercials. actually for one of the commercials, Long mentions how there's enough customers for both. i have to agree. i see the advantages of using mac. i talked to a friend of mine who builds and fixes computers. he told me some of the disadvantages of using macs. i really don't understand the defensiveness and anger that some people feel toward the other computer. to me it's similar to which food or color is better. there is no right or wrong. it's a matter of personal needs, desires, and tastes. just my 2 cents.