Seen those new Intel ads on the telly? The scene shows engineers moving the hallowed CPUs around in those white suits. The voiceover has words to the effect that previously these chips did tasks that were "dull and boring."
Now that they've been liberated, thev'e got a whole new life ahead of them not in PCs, but inside an Apple. The final line is something like.. "imagine the possibilities." Ouch! Now there's a royal slap across the dial for all those loyal PC builders who've made it a giant. Fantastic stuff.