iPad Study: The More You Know, The Less You Want One

The more people know about the , the less they want to buy one, according to a study released Friday. But, are we expecting too much?

The study seems to confirm the iPad as 's least exciting announcement in years. And the company is feeling the backlash that comes from not delivering on the hype.

, an online marketplace for consumer electronics, surveyed 1,000 of its customers and found that the iPad's Jan. 27 announcement did more to snuff out customer interest than to spark it.

That's not surprising when all Apple introduced was just a supersized (and superexpensive at the high end) iPod touch. My friend and fellow pundit Larry Magid as "underwhelming."

I agree, the iPad is underwhelming, especially as a business device. And the more people heard about the iPad, the less they wanted one, according to Retrevo.

"The word definitely got out as the number of respondents saying they had heard about the tablet rose from 37% shortly before the announcement to over 80% after the media frenzy on January 27th," Retrevo said Friday .