When the first Zune came out, it was....ok, but certainly no iPod killer. I said at that time that it will be another typical Microsoft product, where it's adequate with the first couple of versions and that by the third or fourth generation (where we are now) it will be a serious competitor. The only thing it has to shake right now is its image of being inferior brought onto it by the previous generations. If the Zune HD were the first entry into the market, everyone would be looking at it differently. I don't know how well the mainstream iPod lemmings will receive it, but for those who can look at things objectively and haven't been brainwashed by the cult of Apple, it should be a serious consideration if you're looking to buy a portable music/video player right now.