I don't understand: The Kindle store is the point, not the actual kindle. I read kindle books on my PC, iPad and iPhone, and have no issue keeping them all syn

I don't understand: The Kindle store is the point, not the actual kindle. I read kindle books on my PC, iPad and iPhone, and have no issue keeping them all synced. While the device itself looks like it might be nice, in my opinion, Amazon has already "won" the eBook wars. While the e-Ink display may help get people to sleep, so does turning the brightness way down on an iPad (although they are right about readability, I can only use the iPad for 5-6 hours straight without some eyestrain). The device is there for people who don't have something equivalent. I mean, if I hadn't shelled out for an iPad due to work, I might think about a 189 dollar kindle