I just don’t get British humor. Or is it humour?

Says here that our “Get a Mac” ads aren’t working in the UK. You know what? It’s true. I hate to admit it but the ads are backfiring. As the article says, instead of creating the impression that Macs are hip and cool, “Some viewers complained that the ads reinforced the `smug superiority’ stereotype of the typical Mac user.” I think this is because most Brits already go around feeling smug and superior. So they don’t know how to handle our smug, superior attitude. Kind of overwhelms their tiny British brains, I guess.