So it's not often you'll hear such effusive adjectives in the same sentence as Microsoft, let alone in relation to their communications which so frequently has attracted derision for its allegiance to a well trodden 90's style fresh faced clichéd image library.
However with the advent browser wars again, this time it's different:
Instead of lauding the benefits of the new browser from Redmond, Microsoft have embraced the passionate dislike so many web developers still harbour towards IE6, they have created a rallying cry in #ie6countdown and recruited an army of advocates to their cause.
Had they marched on with yet another product launch of their latest browser in a yesteryear fashion, they would have attracted plenty of yah boo hiss hiss from an ever vocal group of users and programmers.
Instead they have a magnificent awareness campaign being conducted for them.
The evidence speaks for itself.
So if the the aim is to consign IE6 to the history books, what should I upgrade to?
Well, that's precisely the question Microsoft want you to ask.
Just flip that number 6 upside down.
I tip my hat.
What do you say?