I think I'm onto something good. Have you heard of the 5 stages of grief? If you learn you have a fatal disease or a loved one has a fatal disease (also applies to relationships) you go through 5 stages: denial, resentment, bargaining, depression, acceptance. With that in mind, here are the Five Stages of Switching: The first stage is denial Upon hearing others badmouth Windows, the user reacts with a shocked, "No, its okay. Its got problems but computers have to crash sometimes." This is not a healthy stage, but permits some users to not blindly accept Microsofts BS and develop other defenses. Next comes anger or resentment "What makes Mac users think their computer is better than mine? Jerks!" is the question asked now. Abuse, directed against the Mac community (usually on internet message boards and in Comp USA) often is a part of this stage. This outcry should be accepted, unjudged. You cannot reason with somebody in this stage. Facts are lost on them. The third stage is bargaining "Windows has problems, but " "If I buy the latest version and install all the patches . . ." This is a period of temporary truce. The fourth stage is depression Now the person says, "Yes, Windows sucks and is ruining my life," with the courage to admit that it is happening; this acknowledgment brings depression. (Note: The family rarely goes through the stages along with the user. Rather, they enable the denial and resentment stages) Finally comes acceptance The user buys a Mac and demolishes his old PC with a baseball bat, just like the fax machine in Office Space. This is often a difficult time for the family, since the patient tends to withdraw to use his Mac. It is also difficult for the family because they are probably in denial themselves.