With the holiday buying season descending upon us, fancy new commercials are naturally ramping up in tandem. Microsoft has a new spin on its Windows 7 promotional efforts with its latest ad, which shows a Mac and a PC bonding over a Blu-ray copy of Avatar during a long flight. Naturally, the PC is the only one who can play Blu-ray, which is Microsoft's semi-subtle pitch, but really this commercial is about the power of Friendship and Sharing Things With Others. We were halfway about to ruin it all by smarmily suggesting the fact that the Mac can play a very similar HD copy of Avatar pulled down from iTunes that won't put as much of a hurt on his battery, but for whatever reason there's no Avatar on the US iTunes Store right now (possibly James Cameron's upcoming extended special collector's millennium edition release has something to do with it?). Which brings us around to Apple's real reason for not supporting Blu-ray: they can't take it away from you.