The Big Grey Box has landed.

Well, there it is. Sitting snug next to the Ogilvy’s, a big glass and limestone cube bearing the famous Fruit logo. Yes folks, the Apple Store has landed in the downtown core. Who will be the first to get the worm? Let’s observe now as all the iGeeks, from D.D.O to P.A.T, come running like lemmings and smack their withdrawn little faces on the huge glass doors, just to get a fix or at least, a bloody t-shirt!

Ah, the power of RDF... no more do they need to cross over into loathed Laval (which has its own distortion field, for that matter) to find THE store. A new Dealer is now poised, prim and proper, in Montreal and awaiting the masses. For the South Shore dweller, only one bridge to cross instead of two, a trip that’s now cut by 30 minutes…more so, depending on traffic and weather. A bonus these days when gas prices are soaring as high Apple’s quarterly profits.

The architectural dichotomy is very striking. Here is a modern (ugly) glass and concrete structure devoid of any flair, distinction or…that something special. It is adjacent to a wonderfully old building that has curves, patterns and style. Some would argue that this is precisely the point…to make it stand alone, one of a kind. Well, it works, ‘cause that bloody thing sticks out like a sore thumb. By the by, has anyone noticed that the trees in front of the store are gone? So much for that “new” environmentally friendly image His Royal Steveness wants to sell.

Now, should you be an Anthropology/ Economics/Psychology/ Sociology/Theology/ student, struck hard with writers block for your upcoming Ph.D dissertation…here’s you cue. One only needs to stand close to this new addition on the Main, this Friday at 5pm to perfect your research as you delve deeper towards understanding Man as he purchases devices he doesn’t need but must have, experiencing bouts of deep anguish while basking in the comfort of his peers that he’s become a devout venerating a righteous way of Life.

From wild-eyed Brossard Boys to mullet-sporting Longueuil hicks, to prissy West Island brats and snot-nosed Anjou wannabes, they will flock and you’ll notice the widespread differences between the inhabitants of the Greater Montreal Area Mac addicts. Never mind sex, race or creed encompassing the lot. With cult-like behaviours and a zealous disposition to be wired and/or tech-cool, they all have one thing in common, the unyielding core belief that theirs is the superior way. The Faithfull-of-it have been rewarded with a new Flagship.

Well, maybe so…but it’s still gonna be uproariously funny to watch this migration of iDorks!