Who the hell wants to read books on a small ipod touch screen? The purpose of this kindle is the replace books, so the argument that people already have enough gadgets to carry doesn't work. Instead of carrying 1 or more books on you, you can simply have the kindle or sony reader and have access to all your books. Simple fact is that Apple is not a player in the ebook market, so there is no need to get your fanboy panties in a twist over the kindle.