Mac users are 40% more likely to book a four- or five-star hotel than PC users, Mr. Yee said, and when Mac and PC users book the same hotel, Mac users tend to stay in more expensive rooms.

FORBES: Orbitz is Trying to Sell More Expensive Hotels to Mac Users

Paramount Digital Entertainment will show a new standalone Star Trek game for PC, Xbox 360 and PlayStation 3 from developer Digital Extremes at its booth at the Los Angeles Convention Center.

FORBES: Paramount Continues J.J. Abrams' Star Trek Reboot with New E3 Video Game

Until just a couple of years ago, the PC really was the star.

FORBES: CES Summary: Evolution Of User-Centric Computing

He's deployed both assets to rejigger Novell from fallen PC networker to ascendant Net software star.

FORBES: CEOs for the next century

Ironically, the Star Trek D-A-C downloadable PC and console game from the first film ended up scoring higher across the board on Metacritic (50 PC, 53 Xbox Live) than the much more expensive shooter that had such promise.

FORBES: Star Trek Into Darkness Weak $84 Million Domestic Box Office Follows Paramount Video Game Flop

The last time we saw Steve Ballmer star in a commercial for Microsoft, he was extolling the virtues of a 286-based PC running the glory that was Windows 1.0 -- in 1986.

ENGADGET: Steve Ballmer returns triumphantly to Microsoft ads for Windows Phone 8, now with less Crazy Eddie (video)