There is no mention of the "power of os x" because that wasn't part of their gameplan in the switch marketing.
Apple was marketing the fact that Mac's are just plain and simple easier to use than PC's.
If you are marketing to those people, then you are marketing to a bunch of people who don't even know what an "operating system" is (like my mother for example)...nevermind know what they are taking about with stuff such as "rendezvous" and "unix".
You simply stick with the fact that they're easier, they're prettier, and they aren't PC's. Simple as that.
NOW...having said that...I don't see that it would be a problem to, along side those dummy switch ads, also have another run of ads appealing to people who are a little more computer saavy, who would understand the benefits of the glorious OS X system.
On another level (much like the ipod/itunes ad push) I think another way that apple can sneak in is through the whole internet communication area. ichat and isight and rendezvous are seriously beautiful, easy and wonderfully enticing (so much so that my PARENTS are now switching to the ibook in order to be able to use them).
Let's think about what *most* people that own computers do with their machines:
-internet browsing
-instant messaging
-email
-online shopping
-music listening
People communicate on these things! This is a *huge* sector that apple should be pouncing on! Free video and phone capabilities! Add all of the itunes/ipod stuff to that and you've got it mostly covered!
Then add airport and an ibook and you've got a excellently priced, MOBILE system, that lets you do more than everything the average user wants to do!!
But that's just me.
p.s. I wonder if those ads do anything? As far as I can see it's apple USERS that are switching people over. (Personally I thought those ads were insulting to my intelligence when I was a PC user...I thought to myself...*this* is all they are doing?!?! And not to mention I didn't believe them that Mac's were easier because I was using OS 9 at work and TOTALLY hated it. I swore off Macs forever with that OS.) They should take the ads off the air and start paying the people doing all the work! BETTER YET....they should have ONE ad that says "we'll pay you $500 for every person you switch to mac"! now THAT would tip the scales in apple's favour!