Have you seen the Power Balance bracelets that so many elite athletes wear nowadays? I ordered one for myself today. And in doing so, I understood the power of the iPad. See, it’s not only (or so much) about what the product does – it is mostly about what it does FOR YOU.

I have made my fair share of iPad jokes. I have poked my fair share of fun at iPad-toting early adopters. I have been called a hater and worse because I do not automatically accept the obviously-apparent superiority of all Apple products.

But I am not a hater. I love my iPod. I have given a lot of money to iTunes. I just did not understand the post-rational devotion that drives 35 percent of consumers to want the iPhone 5, sight unseen. But I do now. Or, rather, I do not need to understand. I have accepted that it’s not only about what the product does, it is mostly about WHAT IT DOES FOR YOU.

iPad users develop an emotional attachment to their device. And this is fine. This is actually great. There is nothing wrong with making your users feel good. While it may be irrational and illogical, this attachment drives device purchases, it drives business.

Having thus matured my thinking (with Brian Timoney’s invaluable assistance), I am setting a new course for the mighty ship that is ENTCHEV GIS Architects – to the iPad ocean.

No more iPad/iPhone/Apple jokes. And please don’t make fun of me for wearing my Power Balance bracelet. It will give me an edge on the tennis court. I am positive.