Irritating Fanboys and silly marketing campaigns (albeit now Microsoft have emulated them too- see the pattern here?) cloud its actual benefits, but its largely used for its creative capabilities. And when I say, "capabilities" I mean Logic and Final Cut work only on OS X, Industry-standard programs.
A 'true' user of OS X is generally quite irritated and bemused by fanboys and marketing campaigns and couldn't careless what OS you use or how much money he/she paid for it, because it works for them and they are rather pleased no one bothers making Virus' for their OS.
Apple Fanboy: "lolololol OS X is sooo cooool and I liek it lots I can make coooool beats and moovies lol and adverts!!11!!"
Microsoft Fanboy: "yeeeeah lololol youre sooo ghey I can play videogames lolo and DOS websites, gg n00b"
"True OS X user" : "So I've got a job and get laid regularly. Both of you Sod off"