Microsoft: If You Can't Win 'Em, Trick 'Em
Under the premise that if people could experience Vista firsthand, they'd love it, Microsoft decided to bamboozle a bunch of Vista-haters with The Mojave Experiment.
Groups of users were invited to try Mojave, the "newest version of Windows." After showering Vista with opinions of disdain, they gave Mojave a go and lavished it with compliments. Then they were told it was Vista.
Some users were pleasantly surprised; others understandably skeptical. (Or probably just pissed about being tricked into touching it.)
This is part of Microsoft's latest effort to change Vista's marketing position. What, were you expecting to be won over with grace and goodwill? Microsoft's capable, but that's not really its style. (Sometimes bribery is, though.)