the general trend why people might like shuffle is:
1. they dig itunes
or
2. they have not seen similar priced and sized flash-based players that cost roughly the same as the shuffle. so the shuffle is a nice 'surprise' for them.
from what i've read, the supporters are saying that the shuffle is designed for people who just want a simple player to work with and not meddle with it during play. thats fine. BUT, which flash-based players from other companies would require one to go through a gazillion menus just to skip tracks? not many that i can recall. however, some people makes it sound as if apple invented the forward and rewind buttons ("hey look, with the shuffle, you can skip tracks by pressing a button. apple made it THAT easy for the average consumer. ") umm..but they did not mention that almost the rest of the players out there could do this too and more, 3 years ago - with a lcd, radio, removable batteries and mic recording too. the comments from the ceo of creative is very valid, maybe because he is from singapore (i'm from there too) and has seen a lot of players from the chinese and korean companies, which can pretty much match the shuffle in size and price and has more features. i'm guessing the shuffle is very attractive and kind of a novelty to the europeans and americans because they have a limited range of flash players to choose from. however, when you walk into an shop that sells electronic stuff in singapore, the wide range of flash players to choose from would probably put the shuffle somewhere near the bottom of one's 'to-buy' list.