I don't know how it is in the U.S. or anywhere else. But here malls have phone kiosks everywhere with phones. And as I stand there looking around people will be walking by, notice a really nice looking phone and stop to look at it. It's always a really nice premium phone that gets their attention. Just do this yourself. Stand by a few kiosks for a day. Tell me what you notice. Go to a parking lot and see which cars get the most looks. You don't understand that do you? We are a society that basis everything on its appeal. You look at women/men you find attractive, cars, phones, buildings, paintings, shoes, clothing, jewellery. It doesn't matter about the functionality. That's something people think about 2nd. 1st is appeal. Appeal will always be first. You find a girl that you find really attractive, you try to get to know her, and maybe things won't work out because you don't go well together. But you didn't approach her because you think she may have a good personality and you may click with her. You did it because of appeal. Same goes with phones. You see a nice phone and you go to look at it, but then you realize that it's not as functional as you need it to be, or you do take it because it does have that functionality you need. But it's that design that pulls you in at first. You're thinking from a techies point of view or someone who already is into a specific OS because you've used it and loved it. But the majority of people don't care. They will be pulled in by the design of the phone. They don't know anything about it till something makes them want to find out more.