To most people it appears that the upgrade = what they can "see". The 3G was a new "look" from the original, therefore, most people apparently think new outside = "big upgrade". The 3G to 3GS was the same outside as the previous 3G, so it seems that since people couldn't "see" the vast upgrade, and all they can see is no external difference, then it must have been a lesser upgrade (when in fact it was a huge upgrade). This whole "if I see a change it must be a big upgrade" is showing up again in the 3GS to iPhone 4 update. There's not a whole lot different between the two (architecture-wise), but the outer redesign and the fancy screen make people think it's a huge upgrade leap. If past history is any indication, Apple is due a huge internal hardware upgrade (this new talk of dual A4 CPU and dual GPU would be just that), but if they keep the external enclosure similar or the same to the current iPhone 4, we will hear people incorrectly saying that the iPhone 4 to 5/4GS/4S/whatever they call it is "minor" again, when if the rumors are true about the internal hardware, it'll be anything but "minor".