It's definitely the native feel. I think for a lot of non-technical people, engaging on a tablet makes them feel like they finally are on top of technology - a sense of control. Perhaps it could be equated to the feeling of mastery when you know a video game quite well.

And also - 'cutting edge' for the average upper class Joes, not cutting edge with technology. A well designed, sleek/sexy - even if simple from a functionality standpoint - app can really get people excited.

I feel a little bit bad about my post, because it is so far from being data-driven, but it's what I have observed from watching 40-60 something SVPs, CXOs, and partners. "Can I do that from my iPad?" is a common question.