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Apple Store Attacked by Samsung Protesters

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"Advertising is based on one thing: happiness. And do you know what happiness is? Happiness is the smell of a new car. It's freedom from fear. It's a billboard on the side of a road that screams with reassurance that whatever you're doing is OK. You are OK."
-- Don Draper, Mad Men

Except when it comes to tech.

For two decades, the tech world has steadily surpassed sports fandom as the most vicious and antagonistic community outside the DC Beltway. Sparked by the Windows (MSFT) versus Mac (AAPL) feuds of the '80s, the vehement furor in which users champion their devices and lambaste the flaws of the competitors has reached a critical mass. Whereas now you'd almost expect Yankee and Sox fans to playfully josh one another over a couple beers, iPhone and Android (GOOG) users are carefully setting their devices down in preparation for fisticuffs.

And like the political attack ads we so readily criticize, the companies that we support have taken to equally childish "my device can beat up your device" ad campaigns. 

An AT&T (T) spot showed one customer fumbling with a Droid carried by Verizon (VZ), asking, "Where's my cool phone?" Verizon fired back with an ad centered around a map showcasing AT&T's pitiful 3G coverage and asserted, "There's a map for that." Motorola (MMI), too, took iPhone users down a peg by comparing them to princesses and porcelain lambs.

But perhaps the most savage attacks in recent months have come from Samsung, directing all its energy into poking fun of Apple users in various campaigns. The South Korean manufacturer mocked Cupertino devotees waiting outside Apple Stores in a series of spots. This week, Samsung unveiled a teaser for the highly anticipated Samsung Galaxy SIII device wherein a thinly veiled reference to Apple users being sheep is used. 

And if that wasn't enough, Samsung unleashed an angry flash mob wielding placards that read "Wake Up" to crowd the front window of an Australian Apple Store. According to Aussie site Mumbrella, video blogger Nate "Blunty" Burr captured the antagonistic campaign in action. The fake protesters, clad in black, was led by a man with a megaphone shouting "Wake Up!" while blocking sidewalk traffic.

With record sales and a burgeoning market share -- as well as a fleet of top-notch devices -- Samsung certainly has reason to celebrate its success. But consistently attacking Apple and its users leaves a bad taste in all our mouths. While depicting Apple launch attendees as clueless fanboys could qualify as cheeky -- or at least on par with the "I'm a Mac" series of ads -- this "Wake Up" campaign can only be construed as needlessly vicious.

Keep making great products, Samsung, but leave the petty name-calling to the presidential campaign. It won't win you any converts.

(See also: Microsoft Destroys Beloved Franchise's Last Shred of Dignity and AT&T Falsely 'Upgrades' iPhone 4S to 4G)

Twitter: @mcs212

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POSITION:  No positions in stocks mentioned.