My fiance was the big apple fan. Ease of operation and "it looks pretty" I'd say were her two biggest reason. She doesn't really do any heavy work on computers, so it makes sense. I have my main pc for work and two pc laptops. Around Christmas time, I could tell she was considering getting me a kindle. I asked her not to because i had hear rumblings of an Apple reader, and said I wanted to see what they came out with first. Birthday came a few months later and so did an iPad on launch day. She used it for 10 minutes after i opened it and back in the car we went to drive 50 miles to get another one for her. I then proceeded to sheist her Mac desktop and haven't touched anything but that and the iPad for anything outside of work. I wouldn't call myself an Apple hater, but just don't understand the cult-like behavior that goes on with Apple and other brands. I have brand loyalty in a sense that if i am happy with an item and it offers a lot to fit my lifestyle, and dollar for dollar is a better product/brand for my lifestyle than others, i'll stick around. Needless to say, even though I had pretty high expectations to begin with for the iPad, I'm even happier with it than I expected to be