iDon't is a nasty little marketing campaign aimed solidly at the Apple iPod. The foundation of iDon't is as a marketing platform for the new Sansa player from Sandisk, but the campaign is being conducted in a dangerous way.
iDon't calls iPod users "sheep" and "chimps" and calls Apple the iTatorship. This type of smear campaign is common in US politics, but not popular or particularly successful. It's one thing to point out the technical shortcomings of your competitor's product, but quite another to insult your potential customers. I know I sure won't be buying a Sansa because Sanisk called me a sheep.
Stick to the fact, guys. If your product is better then tell people that. Standing on a soap box pointing at people and calling them names isn't going to draw them into your shop. This is an ill-conceived campaign based on a misunderstanding of how revolutions are launched.