Who says they're ONLY doing this to be competitive guys? C'mon, we know that Apple usually only release products that they believe the user will absolutely love and find compelling. They pride themselves on that. It may not suit everyone, sure, but it will find a home with many kids who love gaming and also people who use their iPad's primarily for reading books. See the thing is, I was always a huge supporter of 10" tablets and would never have considered anything smaller. But lately I've been thinking of my own usage habits. With my iPad, basically ALL I do on it is consume text, images, do some banking, watch some videos occasionally. The main apps I use are Flipboard, iBooks, twitter, Facebook and Wikibot. That's about it. Seriously. So for people like me, who do most of their work on their Mac and only use the iPad for reading in bed and some other tasks. THIS is so much more comfortable, practical and perfect. As I said, I will definitely be buying one on one condition. It MUST be retina.