I think IBM learned the hard way that advertising a competitive OS against Microsoft isn't easy. Anybody remember the OS/2 Warp commercials with the nuns? "Wow.... no hourglass!" Those were really good commercials aimed at showing Joe Average why OS/2 was better than Windows. You know what it got them? Zip.

I think history has shown that the average consumer doesn't really care what's technically better, so why waste money on a campaign like that?