Dinny, I think they could have built a really cutting-edge device that hardcore geeks would love, but it would have been twice the price or more. And they decided the only way to create this new category was to have it be mass-market right from the start. To do that, it had to be relatively cheap and it had to be relatively simple. Jobs said it right at the end: "With over 75 million iPhones and iPod touches sold, we've got over 75 million people who already know how to use the iPad."