“Apple computers are more expensive than Windows machines because, well, hey, wait a minute—why should you pay more for a Mac?” It’s not that I pay an “Apple Tax.” I think Windows buyers get a “Microsoft Discount.” The deal: We’ll charge you less for this computer, but you’ve got to put up with Windows. To me, Windows is like the People Express of operating systems. Preferring the computer equivalent to Jet Blue or Virgin America isn’t about being cool; it’s about getting where I need to go efficiently and with a modicum of comfort, responded Dan Miller to Microsoft’s latest whitepaper, I’m a PC ads and Steve Ballmer claiming.