Apple's Mini-Pad Launch

Apart from sounding like a sanitary towel for Ladies, this is exciting! More ways to read these (MY) e-books, more comfortable to travel with and a lot easier on the purse strings. Whoopee.
For an unforgettable product launch why don't the marketing team actually launch it, send it to the space station, or up with Felix Baumgartner?
http://www.bbc.co.uk/news/technology-20040540