Re: Bad marketing - it's not understood
From the point of view of an end user, USB and Thunderbolt are exactly the same. Both allow you to connect storage devices. Both allow you to connect expansion "cards" like audio or networking. Both support docking stations.
They're both a bus and each one of them requires an extra set of drivers for devices plugged into that bus. You are going to need a NIC driver regardless of whether or not you're plugging it into a slot on your motherboard or a cable plugged into the back of your PC.
One seems to be mostly only available from Apple and the other is pretty much available with any new PC.
Even if you wanted to seek out a PC thunderbolt solution, you would be hard pressed to find one. You would have to buy or build an entirely new machine in order to get it. This is in stark contrast to USB3 where you can just get a cheap card for your current system.
"Available everywhere" versus "looks like an Apple exclusive".
We aren't even at the point where Thunderbolt can compete directly based on price or features.