I can see why they're doing it: Apple commands affection, BlackBerry just respect, not fair, etc ...
But is it credible? Well, when this 'own a thing' strategy works, then the words ultimately can be used almost synonymously.
So let's put BlackBerry's prospects here to the test, via a few song titles ...
"Can't buy me BlackBerry"?
"I am a woman in BlackBerry?"
"How deep is your BlackBerry?"
"BlackBerry is all around"?
(Actually that last one works, sadly.)
No, it's just not happening for me - and I think I've worked out why. Because it's complete bollocks. BlackBerry has absolutely nothing to do with love.
In fact, it has probably done more damage to the cause of love than any other new technology of the past ten years. What has spouses taking their BlackBerrys to bed with them done for love?
What has the furtive checking of a BlackBerry during romantic dinners done for love?
How has the BlackBerry-triggered "SpamForwarding" phenomenon contributed to the spread of love?
This whole campaign is, in the immortal words of Harry Shand, a diabolical liberty.
So please, RIM, stick to what you do best. Keep that smart mobile technology coming. But spare us the lectures on love.