Bit of a rhetorical question. I actually don't own a touch yet, it is being shipped as we speak. But I have a fair amount of experience with one since my wife has one and I do all her gadget management. I originally got her a Nano, and last Christmas I got her an Ipod 2G touch. It seemed gimmicky to me at the time. Sure we looked around at iTunes but most the apps seemed - well, like I said gimmicky. I had not interest for one myself. I used my cell phone for an MP3 player (mainly because the only time I used an mp3 player was while riding and needed the bluetooth capabilities to go with my helmet). Basically, my impression of the Touch was that it was nothing more than a glorified MP3 player. I discovered, as I began to find cool and useful apps, and I made a wireless network - (I had wired my house for networking so never really needed a wireless adapter until the Touch) - I found how cool the Touch could be. Until just a week ago I had almost settled on a Cowon S9. It supported some formats I liked, cheaper, and I have to admit its screen is freaking gorgeous. But it just lacks the versatility of the Touch (doesn't feel quite as sturdy either). Apps such as Kindle, Stanza, and Pandora pushed my decision in the favor of the Touch. Yeah, there are some Cowon features I'd like to have, but there are so many more on the Touch I would crave.