Ever since 4th ed came out, I really haven't looked back. One guy at Chimera absolutely can not stand 4th and is looking forward to Pathfinder. He's been playing the beta ever since it came out, about a year or so I think. I haven't really looked at it myself, but I guess it just changes a lot of the messy rules that 3.5 still had in it. And 50 bucks for a 500 page book isn't bad at all.
On another note, our booth at Gencon was right across the aisle from Paizo. Here's a summary: Thursday, 9:59 am - no one in sight. Thursday, 10:01 am - Every aisle surrounding us is jam packed for as far as you could see. The hilarious part was they had the stack of Pathfinder books in the middle of their booth, and the register was off in the back corner. So, to purchase a book, you grabbed it from the table (which was made up entirely of cases of Pathfinder books) then walk through the convention hall until you get to the back of the purchasing line, and wait for 45 minutes.
Wish I had some numbers on how many copies got stolen that day.