Let's think. It's 50% lighter, has the functionality of a Kindle (Minus the battery life, although I'd wager 13-15 hours of active use is likely possible without wifi or Bluetooth turned on) and has access to the same performance of an IPad 2. What's not to like? This is obviously targeting people that mainly want their tablets for books or who find the current Ipad to be too big. The IPad is too heavy for some (Kids/Students/ People that just want it for light reading?) 10 Hours of active reading (I'd wager more) with an A5 chip = competition killer. If you're primarily using your Ipad for reading, you won't care about retina display. Right? Performance wise, it is a significantly better device then the Nexus 7 or Kindle Fire, not to mention it has access to the same functionality of a device that's bigger, and significantly heavier. The A5 chip alone makes it worth it. They will sell 10 million by December 2012, and 60-70million by December 2013. All of you people complaining are the reason for this silly drop in the stock. Think for a second, and apply some logic. This device is very useful and logical!!! Even for me, I find the IPad to be a bit big for casual reading. This device is perfect for my needs. I will also be buying an IPad 4 for things that require a bigger screen. I'm positive I am not alone. I guarantee we see upgrades tomorrow morning.