The 'cool factor' is the main drive for Apple right now. There are better and cheaper products today, but you don't say "mp3 player" today, but "ipod". That's Apple's greatest victory. However, Apple does not learn from its own history. Keeping the technology to itself (in this case, its DRM'd iTunes) will backfire eventually. The revenue streams come from iTunes, not iPod. If they will open their iTunes to other mp3 players, they will make a big $$.