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It's also a weird marketing tack to take since "thinness" doesn't really matter on a desktop system. It's another example of Apple's impressive ability to shift the conversation (as polshaw mentioned above) when their products don't come out on top in traditional specs.

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The iMac is in a sub-market of desktops (call it All-in-Ones) where design aesthetic does matter. A lot of people have said to me that they're thinking of buying a new iMac, more so than the previous generation, which shows the thinness does resonate with people.

Obviously, this is a small part of the overall desktop market, but it is the bit that Apple is interested in.

I think the iMac "thin" hype was in part a setup to the iPad mini reveal. "See how thin the iMac is...see how thin the iPad is...oh look there's an iPad mini hiding behind there!"

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