Asus have tried cracking the smartphone market before with underwhelming results (M930 anyone?); as Lee says, the market's saturated, they don't have much of a track record, whereas they have an opportunity to score big with this tablet. They could ANNIHILATE the Kindle Fire before it was ever launched here, for instance, and what a decent ICS tablet at that price point could do to fruit-based sales just doesn't bear thinking about. Silly Asus.