Apple’s New Mac Ads Are a Complete Embarrassment

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skinwalker00

I'll start off with the obvious. I'm an Apple hater. However, the thing that drives me the most insane is Apple fanboys. It doesn't matter what Apple does, it's never wrong. The iphone 4's antenna issue is a prime example of this. The response from Apple: "You're holding it wrong". Of course Apple fanboys just jumped on it and would never admit that it was a poor design that led to the bad reception. It's pathetic actually.

Anyone who thinks Apple (and I'm talking the current Apple not the company fromm the 90's) is an innovative company and/or is a reputable company is just plain crazy. Show me one thing that they actually invented and I promise you I'll find the source of where they copied it from. I could also cite pages after pages of corrupt business deals and decisions they have made.

Apple's biggest strengths are the ability to market their products successful and to make a product look "pretty". Apparently though, their marketing skills are slipping. One could hope this might lead Apple to eat a piece of "humble pie" and actually invent something.

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Chewieshmoo

I actually enjoyed the old I'm a PC / He's a MAC commercials but THIS? Uhm, just makes there customer base look totally inept....they need a "Apple Genius Bar employee" to do everything for them, you know the kinds of things many PC users just do on their own, I have had this view about Apple customers for years (sorry) but now APPLE is projecting this image themselves, if I WERE a loyal Apple products consumer I would be very offended on this new marketing strategy........as a PC/Windows user though I say WELL DONE APPLE !

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ApathyCurve

Apple is an interesting company. They come up with brilliant ideas, then they tie those ideas to a Wile E. Coyote Acme anvil and drop it on their feet. It's really quite fascinating to watch.

The elementary school I attended had an Apple ][ sitting next to the teletype machine in the "computer lab" -- a converted classroom with a geek who taught us basic computer skills. That was 1979. This was no rich-kid school, by the way: it was a public school in a blue collar district in an industrial suburb of Houston. The computer (and others like it in every school of the district) had been donated by the manufacturer. Apple in those early days understood, much like the tobacco industry, that if you get to them when they're young, you've an excellent chance of keeping them for life.

By 1981, we had an Apple ][ in the house. That was because my mother, a high school teacher, was teaching office computing skills to her VOE students and needed one in order to learn the software. That computer is what I learned to program on. It's also what led to my discovery of Akalabeth and SubLogic Flight Simulator... and the rest is history. I still have that computer, along with the green screen monitor, disk drives, all of the original software, and even the original purchase receipt in a hermetically-sealed box in my attic. The purchase price, by the way, was $3,400.00. In adjusted 1982 dollars, that's like a million bucks. Seriously, it was a great deal of money, especially for our family. But my parents viewed it as a good investment, and not just for her work: they understood that computers were the future, and educating myself and my brother as early as possible was essential to our future success. Turns out they were right... mostly: I went on to the military and business; computers are just a hobby for me. But my brother is an IT manager for the Houston Texans and is very well compensated.

Anyway, Apple clearly understood the need for a presence in schools in the early years of personal computing. But they threw it all out the windows (see what I did there?) in the late 80s. They've been trying to get back into that market segment for the last decade, but most schools I know of (both of my parents are retired teachers and my wife is an assistant principal) use Windows-based machines these days. With ads like these, that isn't likely to change. Here, Apple; have an anvil.

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TerribleToaster

A little marketing advice.

Never treat your potential clients like they're retarded (even if they are).

Steve Jobs knew this (remember those "I'm a Mac commercials" portraying Mac users as cool, smart and hip?), I guess it didn't rub off on the rest of the company.

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Ryan5609

Yes, the ads are pretty damn bad. It almost seems like an Apple commercial spoof. As an Apple hater myself (yes I admit it, I have mad respect for Apple quality and their products in general, but I just hate Apple as a corporation) it is kind of nice to see them hit a big dud. But it doesn't really matter. Apple is still getting press for their S**t commercials and wont stop them from selling one MacBook.

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Shadow Death

I'm having flashbacks of Dell commercials with these. They really have gone nuts without Steve Jobs there.

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Benjo

I find those ads funny yet realistic =P

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Stormfuror

These commercials are horrible.

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guntlager

One of the main things keeping Apple users from jumping ship has to be Windows 8. Using both public releases of W8 and reading Microsoft's attitude on the Building Windows 8 blog convinced me to reverse my planned switch back to Windows.

One can compare Apple's stupid Olympic ads against the totally embarrassing W7 "it was my idea to make it simpler". Let's face it, most ads are written for the most stupid amongst us.

I pay more attention to the OS and the software ecosystem. Mountain Lion works better for me even though Windows 7 performs better on my Mac Pro. It took Microsoft to convince me to downsize my Windows installs to just one so I could still run Quicken and some Canon software.

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Engelsstaub

I still have a few buggy issues with Lion from time to time on my late-2010 MBP. I'm wondering if it would get better with Mountain Lion.

IMO Snow Leopard was nearly a perfect OS. Windows 7 runs better in a VM on my Mac then it does on my "Alien-Dell" hardware. I don't blame MS or Win 7 for that. It's a a crap-Dell hardware issue.

My next Windows/Linux PC is going to be self-built. I'm basically an audio-nerd and have literally about two thousand in software on OS X. I'm not going anywhere, but I'm not averse to using a PC for games. I hope Steam does do some good stuff with Linux. I'm not a Windows-hater but it would be nice to stay with two OSes rather than three. I"m more comfortable with Unix personally.

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Eoraptor

Apple better be careful with "educating consumers." Educate them too much, and they're going to start asking why they're paying two-thee times the price for a box functionally identical to windows or linux or a phone functionally identical to any of a number of androids.

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bling581

What's sad is that so many of these people don't even make a decent attempt at trying to learn to use a computer. Even my Dad, who is almost 60, can go online and check his email and do other basic things. It took some patience and a few lessons but they were willing to learn. There are plenty of tech colleges that offer computer classes that teach basic skills.

Macs "just work", but why settle for less?

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xmichaelx

If Macs "just worked" there's be no need for the genius bar (and I say this as someone who provides tech support for his gf's iPad and MBP, both of which have needed servicing).

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jooohn

I found the first two funny. The third was just...sad but true. I'm not a hater of Microsoft or Apple. When it comes to desktops..PC all the way! I just built a fabulous rig and I use Windows as the primary OS. But, when it comes to laptops, I definitely think Apple wins in terms of design and function. It might seem trivial to some, but for me Apple trackpads are the best. When I use a Windows based laptop I always get flustered with the inferior keyboards and trackpads. I don't understand making fun of someone just because of what OS they use. There are geeks and the technologically inept in both fields.

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Stormfuror

After Windows Vista came out I jumped ship to to Mac for a few years and think their OS is fantastic. The Magic Mouse is an awesome mouse... if you aren't gaming. The trackpad on my Macbook Pro is great, anytime I try to use a different trackpad on someone elses(troubleshooting) I realize that the MPB trackpad is amazing. Granted my MPB worked perfectly fine for 2 years and then decided to stop booting. I just haven't felt like taking it to the Mac store, lol. Mac's aren't perfect, but if I switched my iMac to a Windows PC my wife would probably throw it out the window. Windows 7 is a great OS and I'm sitting behind my very powerful PC rig that is over a thousand bucks cheaper than a Mac Pro. And I sure as hell don't feel like throwing down a grand for a computer monitor either.

Most people complain about the extra cost. Lets compare it to cars. Sure you can buy a high horsepowered Chevy Camaro but it has many flaws, or you can buy yourself a high horsepowered BMW M3 that is built with higher end products. PC = Camaro, Mac = BMW, we all know which one is more expensive. But truth be told, Mac's build quality is top notch that nothing I have seen out of a PC product yet... the ultrabooks are getting close though. That's about it though.

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Engelsstaub

The trackpad is one of the most valuable parts of the MBP and MBA. I don't understand why it can't be implemented better by PC notebook makers. The trackpad on my MBP is the best trackpad I've ever used...on Windows and Linux too.

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JCC

The problem is that these ads represent a change in philosophy for Apple. The implication is that people buying an Apple might need help using it. In the past, Apple wanted you to believe that its products were so easy to use that all the hard work was done once you decided to buy one. These ads bust the myth that a computer (any computer) requires no investment of time to learn. As such, they're more accurate than previous ones (albeit condescending), but they neatly puncture the magic bubble. They destroy the idea that Mac owners know something that poor PC users aren't smart enough to figure out.

Steve Jobs must be rolling over in his grave.

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drevas

I don't own an "i" anything. These cheesy ads aren't likely to change that anytime soon.

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RaptorJohnson

Makes sense to me. I've always felt that Macs are great for people who don't "do computers".

I'd probably use them too, but I need the freedom I get in a windows machine, though I would jump over to Linux if they came up with a distro that never ever needs the command line and a port for direct3d (I can't give up making poorly built flight sims.)

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Zoandar

" I would jump over to Linux if they came up with a distro that never ever needs the command line".

I firmly believe this is what holds back the Linux OS from "going mainstream", and a major reason Android OS has been so successful (it is Linux, after all). If the Linux community ever truly wants the rest of the world to join in, eliminating the incessant need for Jurassic era command line input is likely all they need to do. If you ask most people who have tried Linux in the past, this is the #1 reason they abandoned it. That and lack of driver support, which I feel would be less an issue if thousands more people used Linux. Having visited many a Linux support site I am of the opinion they really don't want us to join them. And on each of those requests for help as I tried to get past hurdles in many distros I have tried, every single solution offered began with the words "open terminal and........". Linux seems powerless without the ancient command line interface. But Android proves that wrong. When Android OS hits the desktop environment (I've seen signs of this already) things may drastically change for the better.

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mattman059

Ubuntu doesnt "need" the command prompt. Only people who need to do customization or use advanced features "need" to use the command line. Same goes for windows, you still need the command line to take full advantage of the advanced features inside. and while yes, the help sites almost always list using the command prompt, it's because thats the method they find easiest. Chances are theres a non-command line way to do it.

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briansnj

Holy cow! Those really are bad. No! Not just bad...they are terrible!

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ultrapain

First off, you have a typo.

"quest to correct the utter stupidly of his customers"

should read

"quest to correct the utter stupidity of his customers"

Second, Apple stuff might be nice, but I'm so done with the elitest BS. If it's so great, then why aren't Apple products more prominent in business? Or home? Because personal computers are a commodity, and it makes little sense to pay triple for something that you'll be replacing in 3 years, regardless...

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pastorbob

The sad fact is that I know a lot of people who are totally clueless when it comes to using any type of technology. They could be the customers in these ads. I live in a small rural farming community of 700 people and I could earn a second income just maintaining the computers of most residents. But instead I spend a lot of time teaching and trying to educate them. And bailing them out when they have downloading the latest malware that has hijacked their systems. From what I read and hear they aren't limited to my little corner of the world. It is not that they are stupid by any means. They are just not interested in learning about computers - even the basics.

I have never owned an Apple product and I don't plan to in the immediate future but personally, I think the ads are hilarious.

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gmvolk

The way I see it is Apple has practically given systems away to the school systems for years. Heck, my 2nd and 4th graders use those damm ipads all the time. Anyway these are some of the same schools that graduate students who can't read or write, but they can play football so little Johnny graduates and can't even spell his own name. What does little Johnny want to buy, the only things he knows..apple. Apple has been brainwashing these kids for quite awhile and now they are reaping in the rewards. In the 70's and early 80's, apple was not in the schools and apple almost died. Since then, drink the apple kool-aid and buy icrap. And where is little Johnny who can't read or write, he is now the apple genius.

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Neufeldt2002

"In the 70's and early 80's, apple was not in the schools and apple almost died."

Not sure where you live, but they were in the schools I went to here in Canada. Back then they were the go to computer for my schools for anything graphics related. Other IBM, or DAT systems were only used for Word Processing or learning how to programme. I used them lots, and they were decent, what almost killed them IMHO was the fact that Bill Gates struck deals with just about everyone with questionable tactics to make DOS and the PC clone the Default OS and system to use. I believe this caught Apple and IBM off guard and by the time they figured out what happened it was too little too late.

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pastorbob

"In the 70's and early 80's, apple was not in the schools and apple almost died."

"Not sure where you live, but they were in the schools I went to here in Canada. Back then they were the go to computer for my schools for anything graphics related. "

Really??? I find this very interesting - especially since the Mac wasn't even introduced until 1984. And I don't recall the Apple II having a great deal of graphics capability. Just sayin'.

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diableri

I went to public school in California the 70's, 80's and early 90's and started using computers around 82 or 83 (around 6th grade) and it was a big deal. I used them all the way through college. They were all non-Apple machines (DEC, TRS-80s, IBMs, Commodores, Amigas and generic PCs). The only Apple product I even saw was a physician friend of family bought an lc in the late 80s. Then nothing until the Powerbooks much later. Zero Apple products in schools during my education. Right at the tail end of college, a few students used mac laptops here and there if they were in the arts but not the schools themselves.

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gmvolk

I went to school in NY and I don't think I actually saw an apple computer until the late 80's, I think we did some project with them for maybe a month. I started with PC's and the old TI(whatever that number was). In college everything was PC's and actually the next mac I saw was about 1996, and it was a test system for a board my company did years before, used it twice and we tossed it. Now you can't turn your head with out seeing them. Like I said they practically took over the school systems since the 80's time frame and I think that is why they are so successful now, these kids grew up using them and that is all they know. If I had grown up using Apple instead of a PC, I'd probably be a pc hater instead!

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Jeffredo

Never owned an Apple product but it does make me laugh when all the foaming-at-the-mouth haters start going on about them. All the dislikes on those videos - lol. I guess any publicity is good publicity - they're sure not hurting for market share or money.

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Engelsstaub

I wish it made me laugh too. You're better at that than I am.

It's one thing to hate a product, but some of these people are just completely unhinged. They have to insult, belittle, and even hate others over something as trivial as what brands they choose.

You're not a dork like most of us here...that's a good thing.

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VraiChevalier

I watched all three. They are no better nor any worse than all the other condescending, adolescent, low-brow pap and drivel which passes for "advertising" these days.

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Ghok

These aren't even technical things here. I really hate the implication that you need a "genius" to know how to edit to do something the average computer user could do in their sleep. "HOW DO I CHECK MY EMAIL???!! HOW DO I GET TO APPLE DOT COM???" Apple has to know the bad shit that's said about them. Seems like they've just decided to embrace it. That's gotta insult your user base too. Just really bad commercials. Actually, these people remind me of Mac users on gaming sites. Anyone who has been on the forums of a game that has been released on Mac will know what I'm talking about.

I have a Mac, though. In certain fields it's kind of the standard equipment used and if you don't use one you end up making things very difficult for yourself. The machine I use the most is a PC, but my laptop is a Mac. It's not bad for certain things. We don't live in an era where we just have to have one computer or one OS.

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Neufeldt2002

Personally I think I would be insulted if these ads were targeting me. To me they are implying that some users can't do anything and Apple is there to help. While a noble gesture?, I think they could have done it better by not implying that those people are completely useless with tech.

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PCLinuxguy

From ridiculous lawsuits to these commercials, it is showing how badly apple is really doing. Trying to destroy android in the mobile market (phones/tablets) to showing how mac users have a below 70 IQ rating. Granted I tend to agree that most apple users are that stupid and have the money to throw at it to boot. If Apple keeps this sh!t up, they are going to only end up sinking like the Metro UI from the Microsoft camp.

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Engelsstaub

Taking bets? ;)

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Justin.Kerr

no bet here

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avenger48

These are absolutely perfect. Apple's whole market base has always been people who can't figure out a PC and Apple fanboys. This appeals to the "can't figure it out" ones and the fanboys will buy anything shiny with an Apple logo regardless. The only thing they're missing is the false sense of smug superiority.

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RtDK

Wow. Those were ... weak....

Whoever fired the "Hello I'm a Mac" guy should be bludgeoned with a shoehorn....

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Engelsstaub

Flame-bait. Is this a blog now or just a slow week?

"The utter stupidity of his customers" is otherwise defined as pretty much everyone who wouldn't read a magazine like this (or as you put it: "the clueless masses.") They could include your doctor, lawyer, or anyone else providing valuable services and knowledge which you lack.

You derision of others aside, I'm not seeing in these ads anything that wouldn't be appropriate for any non techie.

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warptek2010

"Your derision of others"
Gee, is that a gaff on your part? Because all I've ever seen you do is deride others for simply stating an opinion you don't agree with.

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Engelsstaub

I'm not a writer for this publication but OK, then. Let's see those examples of what you're seeing. "People are just trying to state their opinions and along I come to call them names and deride them." I'll wait...

Meanwhile your contribution here is nothing but some concurring reply in response to a bigot who left a comment with a racist slur on a recent article.

http://www.maximumpc.com/article/news/lenovo_ceo_gets_3_million_performance_bonus_gives_it_away_employees

...completely unmoderated by this staff. Go look for yourself at what sort of hateful crap these people will allow on here.

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gatorXXX

Then who's putting a gun to your head making you to "continue" reading the hateful crap these people allow on here?

People are allowed to state an opinion whether it's hateful or not. I believe it's in the first amendment but not sure.../sarcasm. Now name calling, at a personal level, I personally believe is wrong but to each his own.

I must say....crApple blows chunks.

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Engelsstaub

The First Amendment of the US Constitution does indeed protect (most) hate speech. This is a UK-based publication FWIW. I'm just wondering why any reputable publication would allow it on their website.

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jaseplase

engeldouche another touching comment, love it. keep them coming.

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Engelsstaub

I'll be sure to do that, aci...I mean Cowardly Guy Who Created a Troll-Account. Thanks for your three intelligent contributions to this website.

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acidic

i'm really surprised that you commented on an article that i have as of lately. i know you get tired of getting told how it is but you really take this shit to heart. by the way, i saw your comment the a week or so ago that was geared towards me while you was trying to look like the victim. it was really cute and it put a smile on my face too. i'm glad you think of me alot, it means you really care about me. i appreciate that alot. i can't imagine how livid you must be reading all these comments about your beloved apple. although i'm sure it is very entertaining. it seems that others are finally seeing you for what you are or rather are not. have a wonderful day.

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Engelsstaub

"...while you was trying..." ...says the guy who calls others rednecks ...while you "were" trying little not to look like one yourself.

Still a pathetic troll who's too much of a coward to take it to a real forum or personal correspondence. The only person getting "told how it is" is you and that's why your intellectually bankrupt ass has now resorted to creating a troll account to hide behind.

You're the one who has made this personal with your psychotic ramblings and comment-stalking in the past.

"i type the same cliches over and over, and i spell and punctuate like this, and you're a redneck hipster, steve jobs spinning so fast in his grave it starts afire. lol, i hate germans, i hate MPs, i hate rednecks, i hate hipsters, i hate mac users, like pushing a wet noodle up Lookout Mountain with a pencil..."

What are others seeing me as, you deluded moron? You mean these people? http://www.maximumpc.com/article/news/judge_denies_samsungs_request_lift_galaxy_nexus_sales_ban

I'm seeing some people agreeing with me there, what are you seeing, Stalky?

...idiot. Why don't you create another account now.

@ Justin Kerr: this is that flamebait I'm talking about. You like to write condescending articles generalizing about the non-geek population so you can fill your comment sections with drivel like this? What exactly is wrong with some of you?

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acidic

oh how i love being right about you. it's nice to see you reference lookout mountain which is in tennessee. was i right about the redneck thing ? you bet your hick ass i was. ding ol dang ol man right there fer. toby keith, keith urban, john deere, and carhartt brand clothes. does that sound about right ? of course it does. it's your native tongue. atleast if you were trying to quote me, you could atleast try and do it right. perhaps if you would have read more of those learning books, with there letter words instead of pictures, you would appear to be as intelligent as you think you are.

i wish i had the time or the need to create a "troll account". i think i get my point clear as is. what forums would you like to "debate" on ? i'll be more than happy to flood you with links proving just how corrupt/cheating/stealing and pathetic your favorite company is. or, you can contact me at my new email applefanboyredneckengelsstaub@gmail.com
looking forward to hearing from you

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Engelsstaub

I referenced Lookout Mountain because of your past comments about TN. I live about as far north as you can get. You're welcome to come here anytime and be personal. Let me know.

Oh, so now you created a special email for me just like your troll account? Not quite engeldouche@gmail but obviously the same unhinged troll. Be right there. Everyone can see that's you. Look at the shit you type and compare it to everyone else around here. You're on NOBODY's level of commentary, sentence structure, or punctuation.

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