A few months ago, computer maker Packard Bell unveiled its new look. As company marketing man Gianpiero Morbello explained in an over-the-top press release on the new design (bottom): "We are now completing one of the most relevant evolutions in the history of the Packard Bell brand -- and of the group itself. We are moving on. From sharp edges to more rounded ones. From purple to red. From Packard Bell to PB."