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I thought so too. I know a couple of guys who built and are running "Hackintosh" computers, but they are hacker geeks who spent a lot of time making it all work, and it still isn't as smooth or clean as a native OS X installation. I see lots of claims that you can get a Windows laptop to run OS X, and perhaps a clever and knowledgeable person can do that, but it is not something the average user can do.
And, you don't necessarily have to run Windows 7 as a virtual machine on a Mac. Using Apple's BootCamp, you can boot natively into Windows on startup. The only downside, is that you cannot simultaneously run Windows and OS X. If you want to do that, you WILL have to use virtual software such as VMware or Parallels.
The thing I like about these new 'ultrabooks' is that they are about the same price as the equivalent MacBook Air. What does that tell us about how much it costs to manufacture an ultralight premium laptop? The same amount, regardless of the operating system. Where then are all the arguments about Apple charging gigantic premiums solely on the basis of being 'cool' or relying on 'hype'?
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