for many years now I haven't seen any user being proud of using windows on their pc, They are either forced to do it, don't know there is an alternative, not willing to try something else, or plain indifferent. Why transfer that indifference to the phone industry where everybody wants to be proud about their choice of smartphone is still beyond my understanding. If I was microsoft I would leverage a different brand, more fun and less connected with work, viruses and BSoD's for portable devices. Also they are confusing people with all these unrelated service brands: zune, xbox, bing, windows marketplace. Zune is irrelevant, if not completely unknown in europe, and connected with a spectacular failure in the USA. bing is weak in europe too, and with weak performance too in producing relevant local results. Only the metro ui appeals to me on this platform marketing-wise, and it's not the easiest ui to swallow. I doubt this marketing spaghetti can turn around this ship, and nokia adds with more confusion, ovi store, nokia maps... brand hell. If i was mikrokia (meaning the joint venture) I would make a new brand and push it down users throats as the new big fancy thing.