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i can't say i've seen microsoft advertising longhorn though ? last time i saw it was a developer prerelease , aren't people (mainly just end users and news people ) just looking at the leaked builds and a lot of guessing.
Especially since the last build that i saw out looks nothing like it will in the actual OS, its just a tech test bed.
They touted it around at WinHEC but thats what its for.
Also longhorn has some significant technology changes, i for one want to know about them as far in advance as possible so i can make sure that any future products we release can take advantage of them when it does come out.
A lot of companies wont release information about upcoming software for fear of it getting ripped off, so its practically impossible to future proof and design for it in advance.
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