Their case for the first iPad is very cludgy. Harsh edges, always looks tatty, the least impressive solution to an ergonomic dictate that Apple have produced (except for their mice) and yet I'd never remove it.
It's great for what it does. Provides a scratch free case and a tactile surface and 3D gripping 'column' that's needed to casually use the device in a wide variety of general use situations (plus the pocket to store the screen wipe for the inevitable smudges).
That they've made redundant the market for scratch-protective cases, while improving on the other two must-have ergonomic features is a bit funny.
A bit greedy? Yes. A step forward for tablets? Absolutely. You'd better believe Apple's competition will copy this idea in no time.