From the Washington Post; sometime in February 1985.
                   Written by T.R. Reid and Michael Schrage

              "PC MANUFACTURERS CATER TO DIFFERENT PERSONALITIES
       "A few years ago, there were two kinds of people: those who owned a
   computer and those who didn't.  Things have grown more sophisticated.
   Personal computers are now like that saying about pets and their owners
   - they begin to look like each other.  Just as you can tell a lot about
   someone who keeps 12 cats or drives a Rolls Royce, generalizations can be
   made about people based on the kind of computer company they keep.
       "After a survey of who owns what, guidelines emerge that match per-
   sonality type with PC.  Think of the following personality sketches to
   help you avoid a social faux pas when the chitchat turns to PCs.  With
   personal computers, sociology is more important than technology.  Excuse
   the male pronoun, but males own the majority of PCs."  [This may be
   true--for now!  says the female who transcribed and uploaded this.]

       "If he owns an IBM-PC, XT or AT:  Voted for Reagan.  Eats steak and
   potatoes.  Wears nice suits; white shirts to work; wears solid ties or
   ugly paisley ones.  Has an umbrella at home, in the car and at the OF-
   fice.  Only lets the children do homework on the PC.  Owns money-market
   funds and stock in IBM.  Slight over-achiever but not particularly
   innovative.  Likes John Wayne and Paul Newman movies.  Always watches the
   network news.  Favorite TV show is "Wall Street Week."  Reads Wall Street
   Journal religiously.  Drives a big car that almost gets good mileage.
   Drives at 55 mph if children are in the car.  Never draws to an inside
   straight.
       "An IBM compatible:  Voted for Reagan but worries about the deficit.
   Eats chopped steak and baked potatoes.  Buys name brand suits at discount
   prices.  Has immaculate taste in ties.  Buys disposable umbrellas.  Lets
   children play games on the computer.  Owns tax-exempt bonds, plays the
   stock market a little and owns shares in IBM.  Wants to get ahead but not
   sure of the cost.  Watches "Wall Street Week" but prefers "Dynasty."
   Skims the Wall Street Journal but reads Forbes religiously.  Drives a
   Japanese car that almost looks like a Ford.  Even at 70 mph, drives at
   the same speed as other cars.  Will draw to an inside straight if the pot
   is under $10.
       "An Apple Macintosh:  Voted for John Anderson.  Eats brie.  Jogs.
   Gets wet when it rains.  Frustrated artist.  Subscribes to The New
   Yorker but only looks at the cartoons.  Reads Venture and Inc. magazines.
   Favorite TV show is "Hill Street Blues."  Never watches the network news
    - prefers cable TV instead.  Favorite movie: "The Big Chill."  Thinks
   winning Trivial Pursuit is important.  Wants to buy a Volvo but can't
   afford it because he purchased a Macintosh, so owns a Toyota.  Always
   drives faster than the speed limit.  Doesn't play poker unless the cards
   are wild.
       "Apple IIe or IIc.  Same as Macintosh but not as "hip."  Plays poker
   better, though.
       "Commodore 64:  Eats McDonald's hamburgers and French fries.  Child-
   ren wear hand-me-downs and are taught the importance of an education.
   Clips coupons.  Likes revival movie theaters.  Reads Consumer Reports
   religiously; reads People magazine but doesn't admit it.  Drives used
   car.  Plays penny-ante poker but stops when losses are $10. 
       "Coleco Adam:  Devout family man.  Likes computing with the children.
   Adores Disney films.  Cringes when he hears the line, `Never give a
   sucker an even break.'
       "Atari:  Likes videogames.  Likes color.  Will only let children play
   with the computer if he can beat them at the game that's running.
   Favorite TV show is `M*A*S*H.'
       "Kaypro: Functional and pragmatic.  Has only a nodding acquaintance
   with aesthetics.  Drives a Volkswagon or car of that ilk.  Cheap.

       "As the competition to sell personal computers intensifies, manu-
   facturers are struggling to differentiate their products.  Just as
   Detroit markets its automobiles to fit various lifestyles, just as hotel
   chains appeal to different demographics, and the cola people hype the
   virtues of their fizzy drinks, personal computer companies are trying
   lifestyle marketing."