Microsoft is finally attempting to combat Apple with some of its own ads as we saw yesterday with Seinfeld. Today we have news that Microsoft is gathering its own Geniuses to try and up the level of service they can provide. While there is still nothing about a Microsoft Store, Microsoft is trying to provide in store services in Best Buy and Circuit City as Apple does. The employees will not repair your PC, but they will answer questions and demonstrate features much like the Geniuses at the Genius Bar.
The new staff will be called Microsoft Gurus and 155 "Gurus" are said to be available at major stores by the end of the end of the year.
Imitation is the most sincere form of flattery and Microsoft this time is moving in the right direction with its realization that it cannot dominate simply because it is Microsoft anymore.