Packard Bell looks to reposition self as 'trendy' lifestyle brand (no, really)

Packard Bell, what a wild ride it's been... you've gone to Europe, you've been bought out by Acer,and you've hit back stateside with some truly gnarly gaming PCs. But this latest scheme of yours is really a stretch: you intend to reposition yourself as a "lifestyle brand." Long gone, you say, are the days of bizarre case designs, with their peripherals jutting out of the machine at odd angles. You will have new designs -- designs that exemplify the elegance and "alchemy" of your company. And alchemy, you say, is "a mixture of science and magic, to generate emotion." We expect great things.