Mojave or Vista? It’s still spinach!

by Jeff Dorsch, August 7th, 2008, 7:00 am

The Mojave Desert is a barren and desolate place. Encompassing the iconic Death Valley in California and adjacent states, the High Desert has inspired generations of artists with its arid, unforgiving beauty, as expressed in U2’s classic 1987 album, The Joshua Tree, and many other works.

The word “Mojave” has lately come to be associated with a barren and desolate corporation from the rainy Pacific Northwest, however. Microsoft hired the advertising and branding firm Bradley and Montgomery to conduct consumer testing of a “new” computer operating system. The subjects were told the demonstration they witnessed was of an OS code-named “Mojave.” At the end of the demo, the subjects were told that “Mojave” actually is — wait for it — Windows Vista! Yes, Vista, the much-slagged iteration of Windows that first shipped 18 months ago and has underwhelmed PC users around the world.

Videos of the demos and reactions are posted at MojaveExperiment.com. All over the blogosphere, this attempt at redeeming the reputation of Vista has drawn widespread derision and scorn.

I’ve been using Windows Vista Home Basic on my personal notebook computer since early last year, and I’ll say I’m still generally happy with the operating system. Sometimes it seems like an overbearing spinster aunt, asking me if I really, truly want to visit that unfamiliar Web site, but you can disable such hurdles. My computing requirements are quite simple, however, and I haven’t had the unpleasant experience of trying to connect an old printer with my Vista-based PC or other horror stories.

At Hoover’s, we’re still using Windows XP Professional (and Internet Explorer 6!), and we don’t seem to have any immediate plans for big changes in our company IT infrastructure when it comes to operating systems and browsers. (A lot of people here use Firefox to take advantage of tabbed browsing and other useful features, things that are incorporated into IE 7.)

Whether you think Vista is a blessing, a curse, or something in between, you’ve got to admit this is a curious way for a big corporation to market a controversial product.