It's scientific now, bitches — and illustrated. Mac owners are "self-satisfied" and "superior," according to a recent study from Mindset Media. But earlier reports didn't lay it out in full color. AdAge says the characterization is best embodied by Justin Long, the actor who plays "Mac" in the Mac vs. PC ads. They even draft up a handy illustration to make their case. Fair point, but we disagree.

That honor has to go to Apple CEO Steve Jobs himself, heard of him?