Well, consumers right now are buying what they think they want. A lot of consumers are new to smartphones and don't know exactly what they want. On top of that, the consumer is likely in at least a two year contract on whatever they do choose. Their exposure to the phones will consist of looking at and maybe holding a security-tethered phone in the store right next to a bunch of other similarly-sized phones. That's going to lead a lot of people to buy as big, shiny, etc a phone as they can afford out of fear of not getting a capable enough phone. While I think that for now a run-up in phone screen size is inevitable, I do think that phones will settle into a small range of screen sizes over time just like has happened with things that have experienced similar run-ups like number of steam holes in an iron, SPF on sunscreen, amount of Vitamin C in vitamin supplements, etc.