It feels a bit lame to have everyone's initial first guess be correct in terms of a secret identity. Kind of like watching sesame street and watching the banker put on a fake moustache and become a villian, guessing who it is, and then having it be revealed as true, to the surprise of no one above the age of 4.
Ah well, Shounens are for Japanese teenage boys... I just figured that Japanese teenage boys could handle a better "cliffhanger" than this. I don't mind that it's Tobi, but damn, man - seems a bit weak of a reveal when he's from the same goddamn Era as Nagato, yet he somehow "gave" child-Nagato the Rinnegan in an entirely different country during the same time he was probably still taking the Chunnin exam (seriously, if Obito is older than Nagato, it ain't by much).
So, lets all see just how good Kishi's justification for the massive power-up that Obito somehow got that launched him from "wholly inferior to Kakashi to fighting his Sensei, the fucking Hokage and one of the strongest men in the world, in just a few short years. Nevermind the fact that its not like he could have just somehow manage to phase-shift his ass from under a rock to the ancient secret Uchiha meeting ground under the 32th Tatami Mat across from the hidden bathroom or anything, seeing as how the uchiha weren't even dead yet.
Ugh. Just make it work somehow, Kishi.
Edit: There's no way that "power of friendship" bullshit should work here. This man has killed hundreds of thousands of people (in multiple generations, no less!), and, unlike Nagato, has no jutsu to revive the dead.