a enormous amount of blackberry users buy those phones because it has a physical keyboard
the bb9860 didn't had one, i used it and it was nice but basically nobody bought it
they are king on keyboards and people demand phones with keyboards because those keyboards are supposedly the most ergonomic and better quality keyboards available(don't ask my opinion on those keyboards) so this bb, the Q10 will be popular of the bb10 line succeeds

what i find nice is that they removed the trackpad/touch thing, it is not there anymore and this means that they will support alot the touchscreen and forget that trackpad that is a really bad idea
the gui still looks like a weird marriage between android 4 and ios, but seems to work
i just found this article talking about the good an the bad on the new bbs, worth to read
"I've been using it for about a week, and can say it's competitive with the latest offerings from Apple, Google, and Microsoft. But is it competitive enough? The first new OS from BlackBerry (no longer known as RIM) in years offers better video support than Windows Phone 8, better messaging than Android, and more elegant graphics than Apple's iOS. It's secure and manageable for businesses, and it'll be available on all four major U.S. carriers. But its app library so far lacks some of the major brands you expect on iOS and Android, which will make it difficult for existing smartphone owners to make the jump."
http://www.pcmag.com/article2/0,2817,2414753,00.aspi found the specs of the Z10 and Q10

http://www.tomshardware.com/news/blackberry-bb10-z10-q10-hardware-specs,20819.htmlwith those very common specs, they rely only on the os and the added services