Let see, for the same reason why Apple has no real competition in the high end computer market for professional and artist. The really do love making great computers, it just turns out they where able to make a relative affordable tablet. Relative because a lot of people think an ipad is expensive, and lot of people who want one can't afford one at this time. Although I will like to see someone compete with Apple, because I think competition is good, it can keep you sharp. For example if it wasn't for the flip, Apple could have perhaps waited longer before they put a camera in the ipod touch. An no I don't think it's a fad, my ipad replace the need for physical portfolios, books, magazines and comics.