Steve spent all this time talking about how the iPad can use all the software that the iPhone uses, without really ... differentiating it from the iPhone system, leaving things like iWork to Phils little bit at the end. In my humble oppinion, they should really be hitting home what unique native applications there are for the iPad. (and should have developed more?) It might seem boring, but really sell what iWork can do and how it can integrate with your Mac, and how you can/could/should be able to stream media and work files to and from your primary machine 'in your den' to your iPad on your sofa. It's the software that will set the iPad apart and "optimised" iPhone apps wont cut it.