The Stupidity of Microsoft’s Mojave Experiment

Windows Vista has, by all accounts, been a huge public relations problem for Microsoft. The operating system came out and became well known for buggy drivers, system instabilities, software that didn’t work, etc. That reputation was EARNED, because it was accurate.

Now, since then, Vista has indeed improved. Many kinks have been worked out. It is still a beast and I’m still not really fond of it at all, but it isn’t the same Vista as was released to the public originally and borked everybody’s computer. But, the PR fiasco still rings in the ears of consumers. And consumers are leery of Windows Vista.

So, what does Microsoft do? They try to trick their customers. And they do so using something called Mojave. It was supposed to be the next Microsoft operating system:

What do people think of Windows Vista® when they don’t know it’s Windows Vista? We disguised Windows Vista as codename “Mojave,” the “next Microsoft OS,” so regular people who’ve never used Windows Vista could see what it can do – and decide for themselves. Now decide for yourself.

Microsoft’s Mojave Experiment website then uses a Flash-intensive interface to parade a bunch of video testimonials. Watching these things is like a nerd episode of hidden camera.

It is pretty obvious what Microsoft was trying to do with this. They wanted to remove the bad karma associated with the words “Windows Vista” and get people to look at Vista with a set of fresh eyes. And then in some magical “aha moment”, unveil the fact that it was Vista all along. Result? A parade of nerds who see the light and praise Microsoft for all the goodness that is Vista.

The only problem is that the way they did it is a low blow. Here’s why:

1. It tricks their customers. People don’t like being tricked and made fun of. I’m sure all of these people in the videos granted permission to Microsoft to have their videos on this website, but it is still trickery.
2. Microsoft controlled all aspects of the experiment. The problems with Vista come when you install the thing to a normal end user PC. The incredibly huge variety of hardware configurations on the market has always been an issue for Windows. This is one reason why Apple’s OS X runs as well as it does – because it only has to work on the small variety of hardware which Apple tightly controls. Well, Microsoft controlled the hardware that “Mojave” was running on. Of COURSE it is going to run well! They made sure of it before sitting the first guinea pig down in front of it. It is not the real world.
3. Microsoft controlled the OS. From all accounts, it looks like “Mojave” was being controlled by a Microsoft employee the entire time – NOT by the actual consumer. So, they were essentially in on a product demo. That is a far cry from putting a real end user in front of it and having them use it.
4. Bad positioning. Again, Microsoft told these people they were going to get a sneak peak at the next cool operating system that they’re working on. It is an inside scoop. Now, honestly, if you’re in that position, do you think you’re going to sit there and tell the Microsoft employee that the thing sucks? No. It is human nature. They think it is new. They’re probably feeling special because they’re getting some inside scoop here. They’re going to say nice things.
5. It calls their customers idiots. Seriously, if Microsoft goes out of its way to choose people to use “Mojave” who didn’t have kind thoughts about Vista, obviously what they’re trying to do is generate that “aha moment” and make the customer realize how dumb they have been all along. This is obviously what Microsoft is pushing. They’re essentially calling their customers idiots and saying they know better.

Yeah, Windows users, you’re being “punked” by Microsoft. How’s it feel?

At the end of the day, Microsoft may have a point. Windows Vista might not be as bad as some say. Saying it is the next Windows ME? That’s just wrong. Vista is WAY better than Windows ME. Vista does indeed suffer from a bad public image that makes it seem worse than it is.

But, in my opinion, Microsoft had a truly bad way of showing that point. This is something you’ll never see Apple do. Apple is good at marketing, plus they have an operating system that can stand up to the end user.