a friend of mine owns a local computer shop and he refuses to sell or install vista.
That's an amazingly poor way to run a business. Just because he doesn't like it doesn't mean he shouldn't sell it. That's pretty much shooting yourself in the foot, especially if there's a demand for the product.
In the Mojave commercials, none of the "converted" are nerds. That's as simple as I can state it.
I have to break it to you, but Microsoft's target market isn't nerds. As much as we like to beat our own drums sometimes, we're not the audience Microsoft has in mind.
A good example is the Office ribbon: A lot of "nerds" and power users complain about it because it doesn't offer much in the way of customization. However, one of the reasons for this was explained in Microsoft's User Interface blog: It hurt more than it helped. A lot more than it helped. Many of the regular users didn't know (and didn't want to know) all about the customizations. They simply wanted to get things done. A lot of people would, by accident, move a toolbar and not know how to revert it back to its original position, or would be afraid that if they closed something they'd never be able to get it back again. The result is often an interface "customized" by accident and filled with junk.
Those are the people Microsoft designs for, and that aspect of design is showing up a bit in Windows 7, as Microsoft has some of the Office UI people working on Windows 7's interface.
. . . and I'm convinced that the Office Ribbon has totally met its design goals. My mother, who barely knows how to use her computer except for basic tasks, knows how to use it. She even explored the Ribbon's tabs, wondering what each of them revealed. Everything is just there - nothing is hidden in an archaic dialog box, nothing is many layers deep. Nothing tries to hide itself "randomly" if not used. The "adaptive menus" from previous versions of Office were messy, and frankly broke more than they fixed. Everything in the new ribbon is accessible and won't try to change around in some apparently random manner. All changes to the UI are now based on context, not on usage, which makes a lot more sense.
After watching a few ordinary people use the ribbon, I am convinced Microsoft hit their target market squarely on the head for Office. Sure, the power users complain a bit about losing some customization and flexibility, but the ordinary users gains a lot from having a consistent, difficult to break UI.
Microsoft has moved some of the Office UI team to Windows 7, so I expect tht similar changes are happening there as well. In fact, I can already see some of that in how Windows 7 works.
One thing that is interesting is the (apparently intentional) blurring of the line between software that is running and software that is not running. This is something I have seen in many mobile OSes; in particular, Palm OS is well known for not caring about this distinction.
Even in a modern OS, the distinction is blurred a bit: Many OSes don't clear a program from memory right away, so that if the program is launched again, it's already in memory and can be launched faster. In Vista, it even attempts to pre-load software into memory based on user habits (SuperFetch). So there's less distinction between what's already running and what it not running - it's more a matter of what's in the task list rather than what's in memory and what's not.
But on the other hand, these are people who would not have as high standards for an OS.
Or as highly ridiculous standards. Sometimes we "nerds" don't mind if something's as complex as the controls of a Space Shuttle, but something like that would absolutely confuse the average user. Linux has long had (and arguably still has) a UI that appeals to power users more than anybody else.
He unwittingly overcharged me once for an item by just 2 dollars, but realised his mistake and refunded it the next time I was in the store, some weeks later. Now THAT is honest.
. . . and THAT is a store that would've earned my trust and a place I would be glad to return to for future purchases. That amount of honesty is rare, and it's sad to see that most people are not that honest. Honesty is a value that our society and culture all too often chooses to ignore, and sadly even ridicules.