If it's "not a big deal" then 1: why did Tim release a public apology? and 2: why did Apple introduce a new section in the AppStore to help users find alternative map/navigation solutions? Subjective opinions of a location based feature while in an area that is not affected does not make it less of a big deal. I'm sure the user who relies heavily on accurate maps and navigation finds this a rather large issue. And considering one of Apple's main goals is to provide the "same" experience for everyone, it must also be quite a big deal for them not to mention an embarrassment after touting its features heavily in one of the world's largest annual media events.