Some people seem to think the ads send a message that Macs are hard to use or require the input of an expert. I don’t think that’s true. The point of these ads is to say “If you’re concerned about switching, don’t be. We have these geniuses who make it easier.” That’s not a bad message, even if it’s not as good as the Switcher ads which said “Macs are so easy, you can just do it yourself.” John Moltz
If someone needs to explain your ads to the audience, you’re doing it wrong.