Like many of you, I suspect, I still have PC-using relatives that have steadfastly refused to come over to the fairer side of life (and reduce my tech support burden). One of the biggest hold-ups has been their Windows-based software investment, particularly in Adobe applications. Well, with the release of CS4 it's time for upgrades, and I have some new ammunition in the battle to get my folks switched over: Adobe's competitive cross-upgrades.
Adobe allows registered users of their Creative Suite applications to switch platforms at the standard upgrade price (e.g. cross-upgrading from Windows CS3 to Mac CS4 is the same price as a Windows CS3 to Windows CS4 upgrade). So if somebody you know is getting ready to plunk down the cash for the Windows CS4 upgrade anyway, now would be a great time to suggest that they make a complete upgrade and switch to Mac at the same time.
Adobe doesn't seem to advertise the cross-upgrades that much and they're only available when purchasing the upgrades over the phone (800-833-6687). In addition the previous Windows versions must be destroyed and certified with a Letter of Software Destruction (pdf link). Nonetheless, if you have some Windows based hold-outs now would be a great time to get them on board the Mac train.