Given that many older people call the internet by their web browser's name, it may be generational. So, a long time... 15 years? Its difficult because those of us who want to know are so steeped in the details that we have no perspective. I am continually amazed at the amount of advertising Apple buys for the iPod. There are people out there who still need to be convinced that having portable music / audio books / (video) podcasts is a good idea. These people would certainly conflate AppStore content with the iPhone, and it would probably affect their buying decision.