Even in the brave new world of technology, some of the old certainties remain; keeping up with the Joneses is one of them. That's why Microsoft can play down its latest upgrade - Windows 98 - and still sell well on the first day.

"I have to say I am surprised," said Mr Mark Lundberg, manager of the CompuStore on Dublin's St Stephen's Green. "We sold eight copies in the first hour. It now looks like the 50 we have in stock, which we thought would last a week, will be gone by this evening."

Unlike Windows 95, which Microsoft introduced to the world with a fanfare that included television advertising and use of the Rolling Stones's song Start Me Up, Windows 98 is being underplayed.