Computer gets personal (again)

An article this week in CNN Money discusses how Dell's new ad campaign takes on a lifestyle sales approach rather than the typical features/benefits offered sales mantra. Dell's campaign is preceded by recent HP ads that feature hipsters Jay-z and Shaun White .

Perhaps this is an indicator of the PC-world trying to one-up it's trendier rival, the ever-fashionable Mac. I'm wondering if these efforts will really up their coolness, or if there is really only room for one brand in this category. Is it better for PC companies to try to address the lifestyle factor or should they just leave the Techno-Cool role to Macs?