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What does it really mean?
That's the real question in my opinion. Kevjones and Eman08 are right on the button. I think Business users who had 4/S may upgrade for the glitzy heck of it otherwise same ol' same ol'. There really is no red herring for those who did not have iPhone before (I don't and won't). What really struck me is that there were at least 4 "iPhone launch" articles (including this one) by different authors on the same day on Tech Republic:
iPhone 5's thin, ultrafast, and comes with 4G LTE: Will you buy one?
Apple announces the iPhone 5
iPhone 5 lacks killer feature, still impresses

Am I missing something about the iPhone like maybe its coffee making ability?
Posted by blackers
14th Sep