Norman definitely repeated a lot of points in this article from his book. I found what he said about the aesthetics having a positive emotional response rather than a rational response very interesting. Thinking back about the introduction of the iPhone, and the following industry-wide switch from physical keyboards on phones to on-screen keyboards, I’m sure plenty of people including me miss the physical keyboards on the blackberry phones that we had. However, I would never even consider switching back. Today’s screens on phones are gorgeous, and I would not sacrifice such screen estate for a physical keyboard.