It does a very hard thing: it makes Microsoft a sympathetic character.

Character is what you are in the dark.

Moderate desires constitute a character fitted to acquire all the good which the world can yield. He who has this character is prepared, in whatever situation he is, therewith to be content and has learned the science of being happy.

He was a guy who really liked Sinatra, stuck at this alternative-rock radio station, ... So we had the character record his own versions of these (alternative) songs. That was the original inspiration for Cheese.

Overall, the girls stepped it up. They showed a lot of character.

The perception among a lot of customers is that nobody understands Microsoft products like Microsoft. Many of them want the security of that direct relationship with Microsoft.