Microsoft spent much of 2008 insisting that Windows Vista Service Pack 1 was a panacea for Vista's ills, and that the market's negative perceptions of Vista were the result of folks blindly parroting the 'Vista Sucks' meme.

In July, Microsoft conducted focus groups with a pool of XP users who had negative perceptions of Vista, but hadn't actually used it or seen it in action. The XP users were told they were getting a sneak peek at the next version of Windows, code-named Mojave, and were asked to give their impressions, which were largely positive. Later, users were informed that the OS they'd just seen was actually Windows Vista.