Charlie Brooker seems to be hating 'the game' when he should be hating 'the player'. I get irritated by Mac Zealots as much as the next guy but must of what he's written is guff.
"[The adverts make] a curious choice in another, since they are best known for the television series Peep Show - probably the best sitcom of the past five years - in which Mitchell plays a repressed, neurotic underdog, and Webb plays a selfish, self-regarding poseur. So when you see the ads, you think, "PCs are a bit rubbish yet ultimately lovable, whereas Macs are just smug, preening tossers." In other words, it is a devastatingly accurate campaign."
This is actually I think the most serious problem with the ads: I'd worry they have no impact because people don't see one guy as better than the other. The original American ones are annoying but you at least see the PC guy as a bumbling moron and the Mac guy as fairly normal and nice.
The second most serious problem with them I think is the 'PCs are for work but Macs are for fun'. Okay, I'm sure their business share is low but I think that could harm their ability to break into the business world. There are enough clueless people out there who might be buying a computer for a small business and would therefore not buy a Mac. Probably just the sort of people who'd be better off with a Mac as they're not good with technology in the first place.