Apparently, Intel has decided that the best way to sell computers with their latest processors is to insult the intelligence of potential buyers.
Consider the pair of ads they’ve been running in heavy rotation recently. The first focuses on the wonders of facial recognition for security.
Let’s consider that for a moment. Leave aside the fact that facial recognition doesn’t require a sixth-generation Core processor and all the Intel trimmings–my old Android phone could do it just as well. Ignore the fact that facial recognition can and has been defeated with photographs or short videos played on a cell phone. Forget the fact that the amount of security provided by any single authentication feature is limited.
Even without considering all of those facts, how in Hell would locking his laptop with his face–or anything else–help the guy in the commercial? He doesn’t keep his money on his laptop*! He keeps it in the bank, like any sensible human being. The chances that someone cracked his laptop to steal his life’s savings are somewhere between slim and none. More likely, his bank’s been breached by a cracker in Asia who’s made off with millions.
The poor schlub being castigated in the commercial is probably delivering cash to the bank so it can cover the expected demand for account closures when word of the breach gets around.
* Well, OK, maybe he’s heavily into Bitcoin. But if he’s that heavily invested in digital currency, he’s not keeping his wallet on his laptop; he’s got it on the machine at home that’s busy mining currency 24/7.
Then there’s the second ad. This one talks up how fast and light the new computers with the latest Intel processors are. “Well, if it’s so old, why are you chasing it?” the spokesperson asks the poor, befuddled woman who just left her old computer in a cab.
Well, maybe it’s got something to do with the years of data she’s got stored on its hard drive. If she’s lucky and smart, most of it’s backed up somewhere, but chances are, there’s something on there that isn’t backed up. Maybe the latest changes to the presentation she’s about give? Or maybe the steamy photos her sweetie just e-mailed her. Why should she care if some random stranger opens her laptop and sees those*?
* Don’t forget: in Intel’s universe, if the computer is that old, it can’t be securely protected, because it won’t do facial recognition!
Again, leaving all of that aside, what good would it do her to have a new, fast, light laptop? She’s still going to be chasing the damn cab trying to get it back when she leaves it on the seat.
Come on, Intel, assume we have a modicum of intelligence, and spend those advertising dollars telling us what your CPUs can do better than anyone else’s.
A brief Windows 10 Anniversary Edition note: There are reports from the first people to install the new Windows 10 that it’s not playing nicely on computers that dual-boot Windows and Linux. Details are inconsistent; some users are saying that their Linux partitions have been deleted; others report that the partitions are present, but inaccessible; still others say that Windows detects the partitions as unformatted and asks permission to format them.
Naturally, users are screaming about Microsoft’s insidious plan to force a “Windows-only” world on us.
Let’s be honest: Windows has never played well in a dual-boot scenario, especially when it comes to upgrades. I strongly doubt that Microsoft is intentionally wiping out Linux installations. For one thing, if they were, every dual-boot system would be affected, and we’d have a lot more information about what’s going on by now.
The smart money says it’s a bug–and given the incredible variety of hardware configurations Microsoft supports, it’s not even a “Who QAed This Shit?” bug. High-severity, yes. Hopefully a high priority for a fix, as well. But I think it’s a mistake to ascribe it to malice or a plan for world domination.
That said, if you do dual-boot, I’d recommend postponing the upgrade as long as possible. Let someone else risk their setup until more details emerge.
If you don’t dual-boot, the upgrade to the Anniversary Edition shouldn’t be any riskier than any other Windows upgrade. The most likely outcome is a successful install, possibly combined with some changes to your desktop (i.e. if you’ve turned Cortana off, the upgrade may turn her back on.)
For what it’s worth, my Windows-only laptop is installing the upgrade now. But my desktop machine, which is dual-boot, will stay in Linux for at least a couple of weeks–if I don’t go into Windows, I won’t get Anniversary Edition.
I’ll say painfully obvious. Yesterday, your 77-year-old father who knows not fecal matter from shoe polish re computers saw both ads, and bellowed, “Facial recognition…What kind of crap IS this?
The really vexing thing? Intel has a larger share of the desktop/laptop hardware market than Microsoft has of the OS market for those machines. There are a handful of ARM-based laptops, but that’s about it for meaningful competition. (AMD recently announced that they’re going to focus on virtual reality hardware.)
So Intel is reduced to competing against themselves. They’re no longer making ads that say “Buy us, we’re better than the other guy.” Instead, they have push a line of “Buy something, anything! It’s better than the crap we sold you last year.” That’s a tough row to hoe.
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