Perhaps it was the sight of Justin Long and John Hodgman wafting into the night, dragging their jokes behind them, that made Microsoft feel a little bolder.
Yes, now that the "Get a Mac" campaign seems to have been retired by Apple, Microsoft has launched a touching attempt to reverse some of Apple's sweet and amusing put-downs.
Microsoft's new creation is a site called "PC versus Mac." Yet if you're looking for a joke or two as you weigh up your options, you will have to search very, very hard. There are no images of bespectacled gray-bearded men in loose Levi's. There are no stray comments about antennas or fan boys.