Badge engineering is a phrase used in the motor industry…it describes attempts to make a duff car more attractive by sticking a racier badge on it. OK, so in some cases it’s more than aesthetic and some genuine engineering is involved (think McLaren Mercedes) but not in all (think MG Metro).

The Asus Lamborghini is, to my mind, a pretty cynical attempt to sex up the dull PC. The flimsiness of the proposition is reflected in the guff on the Micro Anvika website. Check this out:

“With poetic precision and atelier craftsmanship, the ASUS-LAMBORGHINI VX5 is a fitting tribute to the LAMBORGHINI Reventón. It is the superlative of avant garde design, one that triggers the primeval senses for exhilaration and power.”

Christ.

Thing is, I’m sure it’s a very good PC, so why try and dress it up with a Lamborghini badge?

Funnily enough, having bought a MacBook a couple of weeks ago, I’ve been holding forth on the whole PC vs. Mac debate over on the Edelman Tech blog. Another case of the PC world trying its hardest to be cool and in doing so looking like the geek in Prada shades?