kindle Amazon Kindle ebook reader now for sale at $399

As Andrew promised on Saturday, Amazon’s new Kindle ebook reader went on sale this morning for $399.

I haven’t seen one of these devices in action yet, but the photos and videos look promising.

I must say, though, that the physical design isn’t going to win any awards. The chunky-looking plastic case and the relatively huge keyboard obviously weren’t born of the Apple school of aesthetic minimalism.

I’m almost not sold on the prediction that there’s this huge audience of potential ebook buyers out there just waiting for a device like the Kindle. Sure, hard core business travelers and well-heeled commuters will probably be thrilled, but that just doesn’t seem like a mass market audience to me.

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