While a slicker, more polished interface will do wonders, I do suspect that a lot of the returns right now are still network effect issues: People who get the Tab as a present and then wonder why they can't run all those cool apps that their iPad toting friends have, etc. I would expect that return rates are much higher than iPhone return rates on smartphones as well, for the same reason.
That is changing, of course. The app situation -- and the network inclusion -- is quickly improving.
The Tab only makes sense as a device significantly discounted below the iPad. That it is actually the more expensive option is just perverse.
Since people repeatedly harp on the price, which has always been the same or less than the iPad+3G I'm guessing that the continued lack of a Wi-Fi only model is the real bone of contention (and/or the fact that tablets in general are too expensive for most folk, even/especially those who've already spent thousands on a slightly smaller, data-connected touchscreen slab that they carry as a phone).
I'm guessing the lack of Wi-Fi only was the (unforseen?) consequence of Google's restrictions on device capabilities which meant you needed a 3G radio and phone capabilities to get access to the Market. Google is supposed to have relaxed these and a Wi-Fi only model has been teased, though whether that will be eclipsed by the 2nd gen or not is a matter of timing.