There's something very disturbing about this Apple service shop ad

I don't want to say Macland — an Apple shop in downtown Reykjavik, Iceland — has a poor advertising strategy, but if they're relying on ads like this to get foot traffic in the door, they might want to rethink things a little bit. Then again, I'm not Icelandic, so perhaps I just don't have a good handle on the man-physically-loves-computer angle.