They’re trying to be cute. They’re trying to put a friendly face on Bill Gates – weird, since he’s no longer in charge there – but which is a sure sight better than trying the same with Steve Ballmer.
In short, they’re trying, in a way, to play the game by the rules that Apple has established.
And, in business, unless you flat play the game better at all levels, then playing by your competitor’s rules is a losing strategy. You’ve gotta change the game. Play your own game. That’s how Apple got to where it is now.
The amount of money they’re spending on this overall campaign, I expect to see some mildly entertaining stuff, at least. And like the uberbatman said, I want my moist, chewy computer asap.