So, whilst out walking the dog an idea hit me. The reason why the iPhone is at MacWorld is OSX just became an embedded OS. As such, we should forget about the deal with Cingular for this one device and start expecting deals with Boeing for in-flight entertainment systems, BMW for in-car consoles, etc. If OSX Embedded is the reality behind the keynote, this thing truly is huge. Enough to seriously worry a lot of competitors anyway.