The underlying assumption, of course, is there's no difference between machines running Windows and those fueled by Mac OS X. Hey, they both use Intel chips, right? It's like saying there's no difference between a Buick and a Bentley because they've both got steering wheels.

PC World's Jeff Bertolucci did some cocktail napkin calculations and decided that a similarly configured . But he's also missing the point.

It's true: Chip for chip and MIPS for MIPS, people do pay more for Apple products. It's not because , though you're still less likely to get pwned using one. It's because people are willing to pay for a smoother experience with fewer hassles. Call it a frustration-bypass surcharge. Apple Inc. hardly qualifies for sainthood, but there's a reason its customer satisfaction and brand trust consistently rank among the best in any industry.

For example: In February, market researchers . Apple, Dell, and HP all ranked pretty evenly in terms of what people planned to buy, but 81 percent of Apple owners said they were very satisfied with their machines. Dell managed to satisfy 55 percent of its customers; HP snagged just 52 percent.

Is that worth $500 or even $350? You tell me.