I don't understand the accusations that these ads are "smug" or "snooty" at all. Read the Engadget comments from the Winbot Horde every time they highlight one of these ads. "SMUG!" "ARROGANT!" "SNOBBISH!" How so? They're hardly in the same vein as "Pardon me sir, but would you happen to have any Grey Poupon?"
Mac never acts better than PC in the ads. In fact, he goes out of his way to build PC's self-esteem. "PC, you're a whiz with numbers and you dress like a gentleman!" And on and on.
Where's the smugness there? Does Mac ever say "Wow, PC, you suck rocks," or "Hey, I'm a Mac and I'm ultra cool!" (in fact, Justin Long usually looks like he just rolled out of bed, which is annoying)
If anything, Mac is overly sympathetic to the plight of PC.
I think the blowback from these ads is just resentment from the Windows crowd. "Boo hoo, they're poking fun of my daily misery - what arrogant jerks!" Whatever.
Like the ads or hate them, I don't see them as "smug" at all. Just another lame anti-Apple stereotype for the trolls to cut and paste in their daily posts.