Thunderbolt may be technically superior in every single way, but unless other manufacturers use it for their laptops/motherboards, Apple's 10ish% market share is going to ensure that USB 3.0 "wins" ultimately. This will wind up being just like firewire where aside from Apple's stuff and a select few "Apple" manufacturers, nobody uses it and consumers either buy the more expensive Apple stuff, or use a dongle and see 0 benefit from the superior tech.