Text driven apps are an interesting idea. It doesn't exactly put the Kindle in competition with Apple's products which is probably a smart move. It's building on the Kindle's strength. Anyone who is choosing e-ink over a more general purpose LCD/OLED tablet is definitely in it for the text. For developers it seems like potentially a very easy platform to work with if your primary concern is simply formatting & displaying text. As a result I bet we'll see an entirely different set of applications making the Kindle a unique platform. It's a very smart move by Amazon. Sell books on paper, sell them on the iPhone, sell them on PCs, sell them on tablets -- but keep the e-ink market of serious readers locked up for themselves.