I went to an Apple store for the first time today to get advice on a cracked screen for an iPad2. The whole experiece was very ordinary. I was told the price - which as expected was a large sum of money - and got a replacement. What I didn't expect, though, was I had to deal with a "genius" at the "genius bar". How pretentious is this? What sort of company calls its technical support staff "geniuses"? I felt embarassed for the poor guy who had to act in the guise of a "genius". I wish Apple would do everyone a favour and just call their support staff technicians or give them some other, more understated, title. Hopefully no other company follows this lead. What's next? Sales staff that are called "gurus" that operate behind the "guru counter"? Does anyone else find this pretentious or is it just me?