The Beeb's Alex Riley and Adam Boome found themselves bemused by the antics of an Apple fanboy queue at the opening of the new Apple store in London's Covent Garden. The pair twigged that it was more like an evangelical prayer meeting than a chance to buy a phone or a laptop. Once you get inside the Apple store it was, according to Boome, just a big shop.
They popped around the corner and asked the Bishop of Buckingham, who reads his Bible on an ipad, who confirmed to them that there wree similarities between Apple and a religion. The Beeb then asked a bunch of neuroscientists with an MRI scanner took a look inside the brain of an Apple fanatic. To their surprise it indicated that Apple was actually stimulating the same parts of the brain as religious imagery does in people of faith.
In short you are not dealing with people who are making rational logical technology decisions, but religious fundamentalists. This puts a whole different pitch on the rise of the tablet. It did not succeed because it was good, or useful technology. Indeed other identical tablets did not do so well. It did so because Apple fanboys feared that they would go to hell (or Redmond) if they did not buy one.