Is it just me, or is the Zune tag-line “Welcome to the social” just irredeemably “chav”?

Here’s the box:

and there’s even a dialog box to prove that we aren’t missing anything:

Maybe this will work in the United States, but over here, “Welcome to the social” is usually voiced in a thick accent and tends to mean “Welcome to the Department of Social Security office”, or “Welcome to the social security system” (or possibly “welcome to the local working men’s club”, depending on the context). There’s nothing wrong with that, of course, but it probably isn’t the type of image that Microsoft want to project if they’re going to try to compete with an image-conscious high-value product like the iPod.

(The pictures are from flx-tech.net, where a user reports that the install program didn’t work on the Zune he managed to lay his hands on before the official release.)