As many people have said the challenge is everyone's 10 apps are a bit different and that's why you need a big software catalog. This is especially true of games. You can only play Angry Birds so many times. There are hundreds of other really great iOS games out there. The author says he can live without playing Civilization but when the price tag for the phone and service is basically the same that's a tough sell. We also cannot underestimate the simple joy of consumption people get from buying/sampling different apps. A device that lacks this experience is always going to feel limited even if you spend 95% of your time in the same 10 apps it does provide.