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--- dmbrown -at- brown-inc -dot- com wrote:
>
> "Mike O." <obie1121 -at- yahoo -dot- com> wrote:
> >
> > Last night I saw one of those Adobe commercials
> for PDF...
> > it was pure branding, nowhere did they explain
> that PDF
> > stands for Portable Document Format...
>
> and Sean Brierley asked:
> >
> > Why would Adobe have to explain that in a TV ad?
>
> That's precisely his point: that people don't need
> (and apparently don't want) to know the technology
> behind products in order to buy them, and that
> companies would do well (as Adobe has apparently
> discovered) to tout their brand names and the
> benefits of their products rather than the
> technologies that power them.
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