I’m trying to revamp the Happy Apps site and I was thinking about technical Mac terms. Things like “Core Data”, “Cocoa”, “Tiger”, “Spotlight”, “Dashboard”, etc. I guess the last 3 are actually used by Apple in consumer advertising and in the Apple Stores.

That is, do people care if you write something in Cocoa? If you use Core Data? Does it make people think “that must be modern”?

Backing away from the Mac world, do people really care about “Hemi”s? Or “side air bags”? Or “5.1 surround”? Er – that is – do people understand what those mean? Or does it require commercials that clearly associate the benefits with those technical terms? Maybe that’s the secret to those Volkswagon commercials. Side air bags might seem unnecessary until you see someone get into a nasty accident and you see the benefit they give you.