... to write several hundred words ripping Microsoft, and then at the end say "I don't want a PC/Mac flamewar!"

Would you write an article that was a couple hundred words of "Red Sox suck" and then say "I don't want a Red Sox/Yankees flamewar!"

Would you write an anti-Palestinian article and say "I don't want a big argument about Israel and Palestine here!"

Would you write an anti-Hatfield article and say "No Hatfield vs. McCoys stuff here please!"

He's not telling us that he doesn't want a flamewar here -- he's saying that he doesn't want to see one play out in the ads.

Ripping PC/Microsoft does not automatically mean supporting Apple. There are other operating systems and other competitors to Redmond. This article is about Microsoft's advertising. So why should Apple figure into it? Are you that Pavlovian that the instant you hear someone criticize Microsoft your first instinct is to yell about Apple?

Strange.

Go McCoys!

Uh, no he's saying he doesn't want one here. Some point as to the OP as to reading comprehension.

Actually, dummy, the article did not rip Microsoft. They ripped Microsoft's advertising, and their ad agency Crispin. It is an article about advertising. If you were asked to summarize the article on a standardized test of some kind, that's what you'd put down. Mkay?

Develop some reading comprehension skills. They come in handy at times.