You have to realize that a good portion of people now buying Mac's are people who think that by getting a Mac they don't have to worry about how the thing runs, or how to do the upkeep. Apple's marketing has convinced them that they turn it on, and it just works. So when it comes to installing an entire O/S, these same people are going to not want to hassle with it because they don't know what's involved, and $39 on top of a computer they just paid $1,000 or more, is not big deal. Best Buy saw a market, and they are going after it. Luckily a free market system gives us choices as consumers, I commend them for trying to make money for the company.