After thinking about my earlier thread...
Apple moves a lot of DAPs because they've been making very good DAPs. This one is not a good one as a stand-alone product, but their sheer momentum may make it successful. It is clearly beat out of the box by a bunch of devices that have been in market for a couple of years. BUT - it's Apple, and no doubt a bunch of 12 year olds will be getting them for birthdays because Grandma read "iPod" on the label and something cheap on the price tag.
And don't underestimate the iTunes factor. I don't like it all that much, and only use it to keep my wife's mini up to date, but a WHOLE bunch of people don't know how to use Windows Explorer, have no idea where the files they ripped are, etc. iTunes (like MusicMatch & others) integrates it for the masses. I'm not saying it does a great job, but it's easy, and this thing will be a part of it.