While we're straying from the topic:-) One thing I have noticed with the Apple OS X server software, they are putting a lot of effort into making it very easy to setup and easy to maintain. I've found that using the Software Update service fantastic. If you're a Super Server geek, then perhaps it's not the solution for you, but for small and medium sized schools and business with 5 to 100 Macs, it's got a lot going for it. That is a growing demographic. While "Market Share" is a great metric, OS X server and Apple computers generally, don't depend on share or market growth for maintaining profitability. So even with the smallest slivers they continue to innovate and develop robust solutions. While it would be nice to point to media advertising, I don't think they are the major contributing factor of the Macs current renaissance. The "Market" is maturating, people are saying "I've had a PC, it wasn't fun. Is there anything else?". Vista is saying "Get some Wow" and Apple are saying "Check us out, we're fun". I think people have had enough Wow and just want some fun.