Apollo, why so much excitement?

In these 2 days I read only Apollo related news, post and video tutorials! I dont think there is still someone who dont know about the public alpha of Apollo 🙂
I see much more excitement than for a new Flash player release.

I’m sure Apollo will be a great product, I’m just testing it right now (even if I sill have  no idea about what to create with it… but it’s another story), but to be honest I can see anything so revolutionary there.
Unfortunately I dont have so much experience with desktop flash suff (just a couple of little projects using mdm and some experiments with XUL)
What’s the difference and innovation compared with MDM Zinc, Screenweaver, Xul Runner, and all the other flash desktop integration kits?
I just hope I can find the time to use it much more in the future to give me an answer…