RE: Rebirth in Motion I like the phrase too. Possible marketing material IMO.
Honestly, if they can't put together a fantastic marketing campaign around BB10, I'll be extremely disappointed. There is so much to work with: The new UI, the BB security, QNX being used from nuclear power to outer space, etc, etc. They sure as heck better do better than a couple of DJ's no one has ever heard of talking more about their business than about the phones.