It wouldn't be the first time Microsoft has "invented" fans to sell its products.
...
And remember all those Zune "fan" sites that magically appeared when the original Zune launched?
Microsoft wants to be your friend. And they'll buy you lunch to prove it.
And don't forget the Windows 7 house parties.
http://www.youtube.com/watch?v=1cX4t5-YpHQ