Funny how people forget these are actors getting paid to do a job and not necessarily spokespersons, but I suppose that sort of brand-identification is one of the pitfalls of such a long-running, consistent and popular campaign.

Seriously, can any single personality adequately represent what the Mac 'stands for' [it's still just a product, much as they would like you to believe it's a way of life]?

As for identifying with Mr. Long... I've been a Mac-nerd since day one, and I actually DO see more eye-to-eye with his 'smug twit' than I do Hodgman's 'suit'.

Lastly... Mac-o-philes ARE smug little twits in all sorts of garb and with all sorts of tastes. I don't find anything terribly wrong with feeling comfortable in the fact that I use a product that easily fits my way of life in more than a few ways, regardless of that product's pop-image.