Hah! Last week I was doing some research on a typeface I had found. I was getting visibly excited while looking at my screen. My partner looks up and asks what's got me worked up. I spent about 30 seconds explaining what I found and why I was nerd happy. The response? Cool [https://bit.ly/2sHXrH8]. Goes back to the book.
They're taking a page out of IBM's "Peace, Love, Linux" campaign. I think nerds are fairly easily appeased. There's nobody that seemed more borg-like than IBM a decade or two ago and they've won over the hearts of lots of geekier folk.
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