I don't see anything supporting the assertion that the shifts were due to Microsoft's advertising. Given the recession (and the media's mood regarding it), I'm not at all surprised that consumers are acting a bit more frugal.
Not exactly. The measurement was of "value-perception" -- Yes, consumers are starting to view Macs as luxuries, but there's no evidence of a causal relationship between that shift an Microsoft's advertising. For instance, a similar trend was seen when asking individuals whether or not household goods (microwaves, dishwashers, air conditioning, etc.) were luxuries or necessities. What would Occam say?
