Last week saw yet another fantastic piece of Apple PR as Steve Jobs launched the rather groovey looking iPad. It joins a long line of uber cool gadgets, gizmos, devices and hardware that inspires drooling and convulsions. But what about the content? Would do people love the cinema seats more than the movie? When did we start to love the newsprint rather than the story? Why is a plastic and a screen seen as cooler than the material it can show?