People didn't switch to the Mac in droves when XCode came out, or when Apple switched to OS X. It took a closed platform - a perfectly cultured, strictly defined environment that was the iPod to start building the halo (and with that, peoples' trust) towards the desktop/laptop Mac.

The iPhone didn't get the buzz or the acclaim because of the App Store - it became thought of as a gift from the heavens! Steve has blessed us with this new way to add our value to the closed product. Watch this happen in a different extent with the iPad - something new will come up that will open it up ever so slightly, adding new features where Apple doesn't have the creative or physical capacity to develop.