A $20 discount isn't enough for us, but as the woman quoted in the article said anytime they lower the price they get a surge. So they do $20 now, get some bra

A $20 discount isn't enough for us, but as the woman quoted in the article said anytime they lower the price they get a surge. So they do $20 now, get some brands on board, get some user feedback, iron a few kinks out, then do a firmware update and drop the price another $15. The $99 ad-supported kindle will sell like hotcakes.