It's on the back so everyone can see it.

It's a fashion statement to have an iSomething. Even here on HN you never (or rarely) read I have booted up my Asus or Dell or whatever BUT there's always "my Macbook" or similar.

I like the underdog companies and I appreciate their effort and technology and I'm not buying into the iXXX hysteria. Apple was clever as it is being paid for being advertised. People pay sh%%loads for their products and they never ever forget to mention it in their discussions that they have one.

Geeks are a very small percentage of the market so unless the phone is not a "fashion accessory" there won't be massive commercial success with it...but it will be a great thing I hope.