The Genuine Article

There's an article on Language Log about Microsoft's use of the term "genuine":

Microsoft has a new advertising campaign focussing on their efforts to reduce "piracy" of their software, that is, the sale of their software in violation of license agreements. You can read about it here. They call this campaign the "Microsoft Genuine Software Initiative" and use the term "genuine" in contexts such as this:

In the month of May, 38,000 customers purchased genuine Windows software after being notified that they had been sold non-genuine software. Customers recognize that the value of genuine is greater than ever.

I find this use of "genuine" to be most peculiar. An unlicensed copy of Microsoft Windows is perfectly genuine. It has exactly the same functionality as a licensed copy and was made by the same company. In contrast, if you buy a "Rorex" watch, it is not genuine because it is not made by the Rolex company and does not have the aesthetics, functionality, and resale value of a real Rolex. What Microsoft is concerned about is the software equivalent of buying a refrigerator that fell off the truck. The problem is not that you are not getting the real thing - the problem is that the transaction is not legal.

I point this out not so much for the post itself, which seems a little thin - after all, the bits may be genuine, but the packaging certainly isn't, so in this sense Microsoft is right - but as an excuse to recommend Language Log itself. It's simply one of the best places to read interesting reflections on language in all its glory.