Sony dropped the ball on this one. There's a reason iPod, Zune, and Zen are the most well known players...simple brand names. iAudio, iRiver, or iAnything just sounds like a rip-off, but Sony already has a well known brand name: Walkman! They had such a good opportunity to revive the Walkman, it wouldn't even be that hard. Plus, they had the advantage of bringing back retro/nostalgia/the original coming back to take back the throne without being labeled a copycat since Walkmans precede the iPod. Instead they went with some complicated crappy numbering scheme like NWZaXXX to get shuffled in the ocean of other mp3 players. It could do so much more...