From the iPad’s official webpage:
“The App Store will feature new apps designed specifically for iPad. You’ll find hundreds that make the most of its large display, responsive performance, and Multi-Touch interface. iPad apps appear in a special section of the store, so you can find and download them easily.”
A special section in the Store, which sounds like a category filled with other sub categories for different apps. Put in this way, it doesn’t sound like they’re pushing the thing too much.