New Apple ads slightly arrogant?

Am I the only one that thinks the Apple ads are slightly arrogant and pretentious? Not only the dialog, but how it is delivered. Don't get me wrong, I am an Apple enthusiast. I am writing this entry on my Apple powerbook as we speak. But, I think the ads turn off a lot of people. Maybe not to the point where people will be throwing their macs in the trash; I still think they are a superior product. Still, the ads leave me with a bad taste in my mouth.

See for yourself, and the link below to view some of the ads.

Apple ads