Having spent time in the belly of the beast also known as the blue pig, I can tell you that IBM has to do a lot more than just "change their image". They need to rethink their corporate culture and well, remove the dead weight who don't care about their customer, only doing whatever they can do to keep themselves employed until they retire.

Sorry to my friends who are still employed by the blue pig, but their good work is getting wasted by those who don't get IT. ;-)

Why Paris Hilton?

Because she's cuter than Steve Mills and probably has a better grasp on today's 20 something crowd.