Apple owns it all, hardware software and app store, so they market it, at t does not make money off of the apps or app store, so they push the hardware as do the other carriers.there is no one company pushing the software/app store side of things like apple, and the sense ui or the blur are just handset makers enhancements. it's too hard to push the software side for carriers when handsets and carrier changes to the software make the varried phones work in varrying ways as well as get updated at different intervals, hence the fragmentation, ie the hero cannot change led colors on the trackball so how can a carrier push an app like that when it will work on some other handsets but not all. this is too much of a marketing nightmare to push these issues to the public...most of the general public knows is it is android, if one does it they all should...geeks like us know better, but the general public is dumb, fickle and impatient....