Honestly, I feel like Amazon wants to own the e-book market badly enough that they were forced to introduce their own reader. Once competing hardware shows up,

Honestly, I feel like Amazon wants to own the e-book market badly enough that they were forced to introduce their own reader. Once competing hardware shows up, I'd put my money on Amazon dropping or scaling back the Kindle to focus on content sales. Especially when you consider their margins. Books on the Kindle store have a publisher-set "suggested price," but Amazon retains the right to sell the item at any price point. For each sale, regardless of actual price, the publisher gets 35% of their suggested price. Imagine publishing an item for $100 on the Kindle store. Amazon can mark it down 25% and still $40 per sale while you only get $35. Not a bad situation for Amazon.