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Ken,
I think they're referring to people that really should be using Apple products rather than PCs. But, you do have to realise that a lot of people who use computers only use them in a very limited scope, Word, Excel, corporate apps, etc. Unless you're an enthusiast or your own IT department, or a home user of PCs a surprising number of people have no idea how to move files around or perform lower level tasks. It's really quite shocking when you come from a DOS background or have a technical background yourself.
I'm calling dibs on the Mad Hatter costume!
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