"once you plug in a recognized device, something bigger and better than just an icon represents it on your Windows 7 desktop. You plug in your phone, and boom, there it is -- not the brand name of the manufacturer, but a real picture of the phone. (3D renderings of the device were considered as an option, I'm told.) From there, the device manufacturer is free to present a completely customized operations and management interface specifically geared around the device. Think of it like the device's "home page" -- it opens up, and you see clearly stated or rendered links to the things the device can do." - Alan Cheslow from Bookmarklet