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The excitement is based on Apple having a history of getting things mostly right, thinking about the user AND aesthetics where many competitors do not.
Why does Apple control 90% of the PMP (portable music player) market? Not everyone who bought an iPod drank Apple kool-aid. Fact is the combination of good hardware and iTunes as a service was/is desirable. They didn't knock anyone out of business with shady tactics, better hardware (mid-pack I'd say), or lower price. Neither did they win THAT much market share because they spew better hot air (marketing). I don't happen to like iTunes software but Apple did a good job convincing producers to join up with them.
When it comes to phones, the iPhone got SO many more things right than their competition. The out of the box experience is very positive. It still has the best mobile browser for non-mobile-optimized websites (because of gesture-zooming). If you want to hack your phone then perhaps there are better choices, although you can "jail break" the iPhone. Apple entered the mature smartphone market and is grabbing huge smartphone market share. Competitors laughed at them. Now they're crying.
The point is an Apple tablet willl either deliver a better e-reading experience or will push Amazon and others to "up their game." How is that prospect not something to get excited over?
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