If people are in the market (or simply want) a tablet-sized computing device, they're going to have the iPad at the front of their mind. If they play with one at an Apple Store or at a friend's house and aren't convinced (or are pissed it doesn't run Flash) then they will fall into Category B which is where a dozen or more companies will compete.

You basically have the iPad, and everything else, just like for music players there's the iPod and then everything else. Features on a comparison matrix don't get consumers excited. The iPad has a LOT of people excited.