There's not a lot that can be done about #3 and that's a bigger problem than a lot of people want to admit I think.
They can't get rid of it now, but I think they should consider re-designing the pad. It's way too bulky right now and looks too much like a kids toy. It's turning off adults with that design, something sleeker and a touch smaller (especially the top and bottom border could be trimmed) wouldn't hurt.
"Relaunch" next year.