Microsoft’s new message—frugality is the new cool—combats Apple’s marketing machine

The new Microsoft ad featuring the red-haired girl in the geeky glasses and hip scarf makes an obvious point, writes Daniel Lyons for Newsweek. “Macs cost more than Windows PCs. But there’s a far more damaging subtext: that people who buy Macs aren’t necessarily cool, clued-in hipsters. In fact, they might just be poseurs who paid too much for a computer–slash–fashion accessory. The deeper subtext is that these days, wasting money doesn’t make you hip and smart—it makes you stupid…