I suppose the folks who work at Apple's so called Genius Bars are nice people, reasonably familiar with tech stuff related to Apple products. I suppose a few of them really might qualify for genius status, either overall or just in regard to Apple knowledge. I would hope that most of them are embarrassed by this marketing nonsense.
Apple's not the only one to engage in this silliness. I was talking to a Kerio customer who was having a problem with mail being rejected by a well known national financial firm. I had him test from the command line and they rejected him before he could even type a "HELO", so obviously he's on some blacklist they are using. Could they tell him which blacklist? Why no, but he did tell me that their "on hold" announcement was interesting: "All our geniuses are currently busy.."
I call BS.
Again, they may have some legitimate geniuses but it's insulting to your customers and to the few really sharp people you may employ to pretend that all your tech people are wizards. What happens when the "geniuses" can't help? Do they call the "gods"?
What's wrong with "tech people", "support staff", "help desk"?
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