1 I blogged on this topic already. Ya, for geeks like us, etext is old hat (I managed etext webrings for years). We are not the Kindle's target audience though. They are looking at folks who haven't used etext yet, and spend enough at Amazon where a $400 dedicated ebook reader will pay for itself inside a year. One reviewer (on NPR) said that he was dropping his $50 a month dead tree subscription to the New York Times in favor of $14 a month fee to have it automatically sent to his Kindle daily. That only recovers the price of the Kindle in the first year. The device isn't going to make or break sales on this thing, it is the service.