Sure, the Apple brand has something to do with it, but you can't just discount that out right. Apple has tended to deliver mass market devices that have appealed to a wide audience in the past, and the tablet may be one of them once again. If it fits the needs for people who are buying them, then how are they being dumb?
I haven't seen a poll on the number of people interested in the device yet, and as I said, my experience has been purely anecdotal. But there is a buzz for the product amongst the mainstream. Just because you don't want it doesn't mean it doesn't have appeal, or have an audience that it is right for. My day job is in IT. I'm not tech savvy, I'm way beyond that and I want an iPad for a variety of reasons. I wouldn't consider myself the "masses", but I guess I'm dumb too because I see this product addressing specific needs that will be of benefit to me.
Oh, and as for the "dumb media", it isn't like the iPad is getting glowing praise. I've seen remarks that run the gamut, and they are far from giving the thing universal praise.