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> What does the Ubuntu ad say to the user? How does it capture someone’s attention?

Exactly. Contrary to the article, it doesn't tell a story at all. It's just some slick-ish graphics with a few words overlayed on top. They're nice words. But they didn't really embrace "show, don't tell".

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i have no idea what the ubuntu ad is trying to tell me, but OPs points on the Apple ads still seem pretty relevant.

The Ubuntu ad is mostly about emotions.

The main message is `sudo apt install btop`. But most people who use Linux already have this htop replacement installed.

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