YEAH, BUT MICROSOFT PUTS THE “DUMB” IN “ODERINT DUM METUANT”

“Brands are either needed, loved or feared. I think that Microsoft is a needed brand and they have to act like one.”

High-tech überflack Bill Ryan, on Microsoft’s let-them-fear-me-as-long-as-they-use-Office PR strategy, Salon.com, 25 May 2000