If these people are deciding to work at cafes for practical reasons, then the laptop demographic should be much more diverse, with a lot more PCs and older versions of MacBook, but this is not what I see. The demographic is heavily skewed towards the latest models of MacBook. So, I would have to conclude that the reason why these MacBook owners come out to cafes is because they want to show off their brand new MacBooks.

It would makes sense, therefore, to coin a term for showing off your MacBook at a cafe. I’ve struggled with this for a while, and this morning, I decided that it should be “Mac off”.

“Hey, honey. I’m gonna go Mac off at the Starbucks for a few hours, OK?”

“At a cafe in Williamsburg, I saw about a dozen people sitting in a row Mac’ing off.”

“I bought the new MacBook Pro last week, but I haven’t Mac’ed off yet.”