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Something that just popped up in my mind:
Faster searching? Visual improvements? Security features? 3D chess?
How would the advertising look if it was made by the same guys who did the TV ads for Vista?
From the ones I've seen, these are the pretty much the same features that's been advertised for Vista.
I'm not trying to compare them with Vista, but from the perspective of a TV-watcher, it could be confusingly similar. Apart from the 3D windows shuffling maybe...
And now for the point of it all: Maybe that's the reason that not everyone thinks Vista will save the world?
XP->Vista is a bigger step than gnome 2.16->2.18, but how many, except people who hangs on places like OSNews, will realize that?