So are you trying to say that nobody should advertise anything if they can't turn everyone's head? There's a lot of Apple (or whatever brand) fanboys who wouldn't buy the Pro1, but they are not the target audience anyway. But there is masses of people who still haven't heard of the Pro1 but could be potential customers. For example, none of my friends still haven't heard of the Pro1, so more advertising is needed to reach the target customers. F(x)tec is a completely unknown company for the most of people, after all. Showing people that the product really exists and even giving them a chance to try it out is a great way make more customers.