The reality is that we don't know WHAT these consumers want. Microsoft is targeting the 60% of mobile users who still have not.purchased a smartphone. My guess is that Microsoft spent a lot of time with these folks and tried to understand why they haven't made the switch. Maybe a common answer was "I don't want one of those phones because I don't want to be like those people who are always on them". I know my wife said that for years whenever I would suggest her getting an iPhone. And now, her first smartphone was a WP7.