by Paul Boultin, Technology Review
They killed the Start button. That’s how serious Microsoft is about separating Windows 8 from its predecessors. For 17 years, ever since the company paid the Rolling Stones to use “Start Me Up” in its TV ads, the Start button has been the reliable go-to click for an entire generation of Windows users. But in Windows 8, which launches Friday, it doesn’t exist, not even as some sort of Classic Mode option. The message is clear: This isn’t Windows as you knew it. Why the big switch? The answer is that Microsoft is trying to leverage its Windows customer base to drive demand for the phones and tablets that are the company’s future.
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