The dichotomy and duopoly of Apple/Microsoft has been rather interesting to see over the years.

Now Apple is playing at being the good guys when they have had a lengthy history of proprietary formats and whatever vendor lock-in they could arrange.

If Apple really pushes this new "hip with the young crowd", which is nigh-certain, Microsoft will either play dumb/silent, or be forever playing the catchup game, looking like they're copying.