Hello all, I am a Sociology student at Concordia University in Montreal and I am currently doing a research project on Macintosh computers. My project focuses on brand communities created around Apple and its Macintosh Computers. I am interested in researching why individuals relate so greatly to this particular brand and to other cult brands (i.e. Coca-Cola, Harley-Davidson...), and how these individuals manage to create a sense of communal bonding around a commodified entity. Furthermore, I am also interested in drawing parallels on how brand-identification often reminds us of a cult-like phenomenon and/or an implicit religion. As I am collecting data for a university project, I will need formal consent by members of this group to confirm that my presence here is okay. If there are any objections, please inform me. As part of my project, I will be engaging in and also observing discussions within the macrumors.com message boards. Names will be kept confidential and only comments will be analyzed. I am looking forward to your participation and interesting replies. Do not hesitate to contact me with questions, comments or suggestions.