OK, Steve Jobs may have been able to get away with using the "Incredible! Amazing! Stupendous" line over and over. It was wearing thin even for Steve. For Tim and Phil ... well, it really has gotten out of hand and, in my mind, gets in the way of the announcement. You can decide for yourself what you think about any new product. I happen to want a new iPad because I wanted to shift to a Cell + WiFi version for work, so this was perfect timing. But please: choose some new adjectives. I remember the old days when IBM's mainframe marketing mantra was "Cheaper! Faster! More Reliable". Maybe that would work. Suggestions?