December 17th, 2003

When marketing designs a screenshot

Have you checked out AMD’s ads for their AMD Athlon 64 FX processor? The copy reads, “My adrenalin fix isn’t what it used to be. Double the dose. AMD me.” And it has a picture of a tough-looking guy glaring at the camera, challenging the reader to do their worst.

But take a look at what’s on his screen. It’s a giant command window. Now look at what this adrenalin junkie has been typing into his command window:

Microsoft Windows XP [Version 5.1.2600]
(C) Copyright 1985-2001 Microsoft Corp.
C:\>fg
'fg' is not recognized as an internal or external command,
operable program or batch file.
C:\>
C:\>
C:\>
C:\>
C:\>sdf
'sdf' is not recognized as an internal or external command,
operable program or batch file.
C:\>sdf
'sdf' is not recognized as an internal or external command,
operable program or batch file.
C:\>
C:\>
C:\>df
'df' is not recognized as an internal or external command,
operable program or batch file.

Wow, he’s a real l33t h4x0r he iz.

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Raymond has been involved in the evolution of Windows for more than 30 years. In 2003, he began a Web site known as The Old New Thing which has grown in popularity far beyond his wildest imagination, a development which still gives him the heebie-jeebies. The Web site spawned a book, coincidentally also titled The Old New Thing (Addison Wesley 2007). He occasionally appears on the Windows Dev Docs Twitter account to tell stories which convey no useful information.

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