I guess you completely missed the point. Many people had very bad first impressions of Windows Vista when it was first released, due to some program compatibility issues, UAC, and the biggest issue, driver problems. People who tried Vista then started to tell all their friends and people on blogs that Vista was horrible. There was a lot of bad press about Vista due to its initial problems.
So MS grabbed some people who had a bad impression of Vista and gave them a demo of it, and the didn't know it was Vista. There's nothing unethical about it. They're not lying in their commercial. They were just trying to make a point that Vista isn't as bad as you've heard, and that you should at least try it before passing judgment.
And the whole reason they misled the people was to get a true opinion of Vista. It's like this. If you go into something thinking it's going to be bad, then that biased opinion is going to impact your opinion. So, the people went into the experiment not knowing what to expect, instead of having a bias into what to expect.
And if you have a huge ethical dilemma over MS's "practice" in executing the "trickery," then I hope you hate Apple over them blatantly misleading the viewers of the commercial. It seems to me that you're trying to find any reason to bash MS, even if it requires some messed up logic.
Oh, I understood the point, all right. It is called "damage control", plain and simple. For whatever reasons (or rationalizations) you can come up with, Vista is a problem child.
I have 300+ desktop PCs to support. Currently, they all run XP Pro. And they will stay that way for the foreseeable future, too. I installed a few copies, ran evals in several different departments and business areas. I had enough problems getting Vista on our domain, with our software load, with our databases and networks, that I canned the project. There is no business need, no driving technology, no benefit to be gained, from installing Vista. The cost of the software, combined with the added hardware costs, made the idea ridiculous and the decision to skip Vista very easy.
"I want you to try my product, but I'm not going to tell you the name until later" isn't a method by which I will buy software. When my neighbors tried that approach with Amway, I told them to take a hike as well. Same thing.
So they cobbled up a version of Vista that didn't crash or bog the system. In other words, they have made a version of Vista that does what XP does already. Then what would I get for the additional $300?
You want me to purchase your software, be upfront with me. Tell me what it is, what it does, and how it will benefit the bottom line. If you cannot, well, there's the door.