The iPhone has its Incase Slider and Incipio Feather, among many others...massively popular cases that pretty much nail what people want in a case. So where are the killer iPad cases? iPhone case designs don't really translate. A slider seems kind of dumb; a back-only shell isn't protective enough. The Apple case is the front runner, and at least on this board, the Yoobao pleather case is up there in buzz, with the Belkin grip vue and Macally Bookstand as runners up. I personally ordered the upcoming Yoobao Executive Folio, and have the Apple case in the mean time. But come on, really? That's all we have so far? Apple's thoughtfully designed but not very cushioned cover, which gets too dirty too fast, and a random PU case by an unknown company? The Apple case is decent, but to me it really feels like a stopgap until something a bit more refined comes along. I have a feeling the average person is buying it mostly because the price is right and it's right there in the store where they buy their iPad. The usual suspects; InCase, Griffin, Macally, Sena, etc., all have case offerings, but none ring out "I'm the killer case!". The people have spoken...they want their case to fold into a wedge shape. The Chinese ebay factory direct sellers seem to get this, but Western design houses keep trying to peddle their book style cases and silicone covers. Whoever can out-Apple the Apple case is going to clean up and print money. It needs to be simple. The simplicity will make it stylish. No funny picture frame legs. No wonky elastic straps. Enough padding without making the iPad twice as thick. Quality material, be it leather, PU, or something else, with precise cutouts, smooth even stitching, or maybe even better, heat welded seams. No metal snaps that can scratch. No strong magnetic latches, but no freely flapping covers either. A reliable steady system of folding the flap back to create a stand, with more pitch than the Apple case, and a fast easy way to get it folded flat again. Someone will make it and make bank. Apple's case doesn't deserve the popularity. There is room for a new must have case. I think we're gonna see a revamp of several companies' lines within a month or two, with a lot more wedgies popping up from the more established manufacturers, and a lot of very cheap book cover style cases on closeout.