That quote from Colligan is from before the iPhone was announced. Matt's entire point was that after it shipped it was clear to everyone that this was the future of phones, and that other cell phone makers were scared. History has shown that that is precisely what they believed because 3 years out every mobile phone maker has an iPhone clone. On the other hand, Matt is saying that after the iPad was announced, most mobile PC makers did not think to themselves "how on earth are we going to go up against this" (whether they are right or wrong is of course another story). I agree that its not like every tablet/netbook owner now wants to throw their tablet away and get an iPad (the way a lot of phone owners wanted to throw their phones away and get an iPhone), however this may be because their simply aren't a lot of tablet/netbook owners or its a young market or whatever.