An Alternate Universe
Marco Arment went to the Microsoft Store to try the Surface:
…I figured, now that I had broken character a little, I’d risk a bit more. “Did you apply to work at the Apple Store upstairs first, or did you always want to work here?”
“No, I went right here. Always been a PC guy. I like being able to customize things, like upgrading my sound card—”
I couldn’t resist. “Oh, can you upgrade the sound card in the Surface?”
“No, but… I started working here before the Surface came out.” (This Microsoft Store opened 28 days ago.) “But you can add more RAM to this, right over here, this is an SDXC slot, which means Extra Capacity.”
There’s so many gems in this piece. It is telling, I think, that every non-nerd I know who’s ever mentioned the Microsoft Store has called it “the Windows Store”.