Most techies have seen both of the advertisements featuring Jerry and Bill, and have read all the commentary about how most people hated them. While I disliked them, I disliked them because I dislike their successful message, not because I thought the advertisements were a failure.
If you look at any of the Securities and Exchange filings from Microsoft over recent years (5 or so) you will notice that Microsoft lists Linux and Open Source as their greatest competitive threat. One of the things that Free/Libre and Open Source Software offers is this warm-and-fuzzy community feeling about it, that by using this software and supporting it that you are somehow being more of a humanitarian -- almost a form of environmental and social consciousness to your software decisions.
Already being seen by many as the "evil empire", Microsoft can't fight that -- or can they?