I do think people wanted it to be a flop, if only to curb the trend of rising cell phone costs. Regardless, I am enjoying mine, and I see it more and more in the wild. While watching the NFL draft last week, I saw plenty of 10's all over the place.
True, it's all media hype. I wake up and in the morning and have not lost sleep over someone wanting to complain on how they think a Billion dollar company should operate. Apple is Successful for these reasons.

