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BEWARE OF COMPUTER BIGOTRY

Computer bigotry exists. It's a subset of product bigotry, a phenomena that occurs when brand loyalty gets out of control. Brand loyalty can be a good thing and it's why, for example we might stick with cars made by Ford or TVs made by Sony. We try something and if we like it, our inclination is to stay with the same brand when we buy another one. Collectors bring a level of passion, even obsession into the picture. Ask anyone who collects fine cars. But when it comes to consumer electronics, do you know anyone that collects TV sets? Yet one consumer electronic product, the personal computer, seems to have spawned the computer bigot, a gestalt born from a mutation of brand loyalty, passion, obsession and the need to proselytize.

The computer bigot loves his particular brand of computer and thinks that everyone should have one just like it. Any other computer brand is a total waste of time and money, and it can't do anything well. To the computer bigot, it doesn't matter that the people to whom he's proselytizing may have different computing needs than his. Sadly, most computer bigots truly believe they are doing the world a great service.

Computer illiteracy contributes to computer bigotry. Most of us have a handle on cars and TV sets. We know if we want a sports car, a four door, a 21 inch screen and such. But how many know if they need a Windows PC or a Mac? The place that many "newbies" go for help is the local computer store. Armed with little or no computing knowledge, newbies too often rely on the guidance of a salesperson. Unfortunately, this is an ideal arena for a computer bigot. Most of today's larger computer chain stores take steps to insure that their sales force ask consumers the proper questions. Asking things such as what they want to do with the computer, will they be using it for work, at home, for school and other queries help guide sales professionals toward making a proper choice that's right for the customer. But even the best of these stores can let a computer bigot slip by into their ranks. As a computer columnist of many years, I constantly hear of such stories but nothing drives a point home more effectively than when it happens to you.

I recently visited a major retail computer store in my area that carries Apple computers. I wanted to take a closer look at the new Apple Macintosh G4 Cube. Upon entering the store, I was greeted by a smiling young man who asked if he could help me. I simply asked him where I might see the G4 Cube. To which he replied "You really don't want that computer. Why don't you get a REAL computer and check out one of our PCs." It really floored me. He knew nothing about me nor my needs, nothing about my level of expertise and yet here was a representative of one of the largest computer stores in the country telling me that Apple was total garbage. Can you imagine a newbie hearing that? A newbie would be less likely to challenge this representative, wearing a shirt emblazoned with the store's name, so sure of himself and his knowledge. Scratch one Apple sale. How many others had he swayed away from Apple? Fortunately, this columnist isn't a newbie and that particular computer bigot hopefully won't do any more damage. But be assured there are countless others out there.

I know many newbies read this column and it's my hope that you'll now be ever vigilant and recognize the computer bigot if confronted. Of course, someone telling you what kind of computer to buy before they ask some of the basic questions may simply be pushing what they need to sell. There's another name for that person but I can't print it.