Top 10 technology vendor/celebrity partnerships

2. Apple/Lady GaGa
At first we couldn't agree on a comparison for Apple. Take That was touted since, like Apple, it too has seen the return of a prodigal son, as was Coldplay because on one hand it garners fervent support, while on the other it induces loathing. But Lady Gaga won out.

The similarities are obvious. Like Gaga, Apple often sings about its telephone, while its PR team remains pokerfaced when pushed to answer non-friendly questions, and both have had cause to moan about the paparazzi or, in Apple's case, and in the context of Antennagate, just the plain old media.

More than this, though, both like to indulge in grand spectacles that for the non-converted are nothing more than an exercise in style over substance. Like Gaga, Apple could fill a stadium with adoring fans, all of whom would defend its inventions to the very end.

When it comes to fashion, though, the similarities end. As much as we would like to see Steve Jobs in a feathered cod piece and eye patch, we imagine he will stick to the turtleneck and jeans for many years to come.

1. Google/Britney Spears
Remember when Google first appeared? Remember how fun it seemed with its funky algorithms and a bit of a sexy search bar-only layout?

How innocent it all seemed, much like Britney Spears, the young, fresh-faced, holier-than-thou pop sensation whose poptastic hits were probably even able to give Al Gore rhythm such was their jollity.

For years they were both at the cutting edge of cool, indisputably on the side of all that is good in the world, kicking back against the darkness of staid software firms and miserable landfill indie.

And then it all went a bit dark. Britney shaved her head, Google cow-towed to China. Britney snogged Madonna, Google decided privacy was for wimps.

We still wanted them to be part of our world. They were still kind of cool and sexy (after the hair grew back) in a scary sort of way. But secretly we couldn't help wishing they could go back to being the innocent ingénues we fell in love with.