I agree. BUT: To be honest, I doubt that any company other than Apple (and maybe Google) can build up such an amount of hype. I think that the largest part of all the "hype generation" happens on blogs nowadays. And the blogosphere is dominated by American blogs, especially the tech-related part. Nokia is a minor player in the US, with rather little influence, so they're kinda lucky if they're noticed at all (just look at TechCrunch's opinion regarding Nokia - an very influential blog calling Nokia "irrelevant"). They do try to change that via lots of blogger relations programs like WOM World, but that still doesn't really get the attention of the huge, opinion-leading blogs imho. While the iPhone and the G1 constantly get at least half a dozen posts per week on Engadget and Gizmodo, the comparable 5800 got a little hands-on post on launch day and pretty much nothing since. Not to mention that Apple products (and only Apple products afaik) are hyped by huge non-tech blogs like Perez Hilton, and reach completely new interest groups by that... I have that feeling that even a 100% superior Nokia product wouldn't cause the mass media news to report their launches (like it happened with both iPhone launches) or get people to line up for hours and even days in front of a shop (like with the iPhone and to a lesser degree, the G1)...