We all know (or at least observed) that sheep have strong flocking behavior. They seem like they don't have lives of their own and always go with the flow. This is the reason for SanDisk's use of the woolly creature in their iDon't campaign.

iDon't.com is SanDisk's marketing campaign to convince people that their Sansa e200 is the better choice compared to iPod. They are trying to convince people that "going with the flow" and "going mainstream" is not the best thing to do, so you should "Say iDon't to iPod". But really, if you visit the website, you'll see no strong argument as to why people should choose their product over Apple's except that the iPod has become 'mainstream'. They never refuted why it shouldn't be one's choice. In the iDon't website, all they did was provide 'the alternative'. And that's what they call a non-"pushy, cheesy, sales hack".

As for comparing iPod users (the same people SanDisk is trying to convince to switch over to their product) to sheep, here's a word from someone who's into advertising: Never, ever insult your target audience.