Last Friday, Microsoft opened its second retail store in Mission Viejo, California (first one in Scottsdale, Ariz). Nearly a thousand people showed up at the grand opening making it official to Apple that the war is on. There is no doubt that Microsoft is looking to built a stronger relationship with its retail customers from the success of Apple's retail strategy. Now Microsoft can showcase all of its relatively unknown products while looking to build buzz around Windows 7 PCs. Will the younger, mall-roaming audiences take interest in Microsoft? We'll have to wait and see.