Chris, I hate to tell you, but if it were really true that "people want to buy things that are great, not things that are merely acceptable," then Windows wouldn't have a 95% marketshare when Macs are supposed to be the better option.
For most people, good enough is good enough. And right now, growing numbers of users are finding that Windows is no longer good enough. If that's the opportunity presented and the only meaningful comparison that will make Windows users consider a Mac, then that's the reality of the situation.
I have just about convinced my Dad--a command-line old-school DOS man--to get a Mac mini. Why? Because it won't annoy him as much as his Windows computer has, and because it won't require the support that a new Windows box would. Because I can't be spending every weekend at my parent's house troubleshooting his computer. It's as valid a reason as anything else.
And consider what happens if these people who buy Macs because "it sucks less" discover that they DO think it's better, and tell all their friends--just like everyone told their friends about their iPods? I don't think Apple's dissing the Mac, here; I think they're taking a long-term view.
The Mac, Merely a Safe Windows System?