For new users perhaps it is a bit of a leap for them to take, but don't you think they can overlook this fact because they know they are working with a new operating system? Once you understand how the BB10 OS works its nice to use. The same thing happened recently with Windows 8 when everyone had to learn how to use the gestures for tables. The main point however is that jolla doesn't stand out from the pack just because they have no front-facing buttons...