Yes, but you are just re-inforcing my point. Sure YOU might never want one... but despite the fact that they may be built like crap (I can't say personally, but your experience seems to imply they might be), people will STILL buy them. BMW is no where near worried they will go out of business due to lack of sales. People will buy them, and they will pay the higher price for them, and they will take all the good and bad that comes with them, and do it with a smile... because they WANT one. If BMW doesn't suit your fancy as an example, replace it with any small market share high priced vehicle. Like maybe the Lotus, or Lambrogini, or Ferrari.... or for more mainstream, the Jaguar. People aren't buying these cars because they need them, they are buying them because they WANT them. That is what is going on in the Mac world for most of Apple's sales. They are sold for no other reason than people want one. It might be because they prefer the Mac, it might be because they think they look cool, it might be because they hate MS... for most of the sales... it is simply bought out of desire, NOT out of neccessity. Once you have an audience that buys from desire, you can safely raise your prices to the highest point that audience will bear. And for the most part... this is perfectly fine with Jobs... he isn't interested in ruling the PC world, he is interested in making stuff people desire. He WANTS to be the BMW or Jaguar of the computer world. MS, Dell, Gateway, et al can be the Ford or Chevy, let them deal with having the bulk of the sales churning out the same old tired but reliable designs at cut throat prices. -chris <http://www.mythtech.net>