The iPad isn't about hardware, at all. The iPad is about getting away from the hardware. About having a completely new way to use a computer. Yes, to do the same tasks you do now. But to do them in a better way.
That this device is betting on hardware to beat Apple means that they've already lost. That they had to resort to comparing their device to a MacBook Pro with the brightness turned down to have a selling point looks desperate. The tablet these guys are selling doesn't offer a new way to go about your routine. It just offers a more complex device to go about your daily routine.
On other side, you have the first device that it's at the same time, a tablet and a eink reader. I don't know if it will be successful, probably not at the same scale, but certainly it's much more revolutionary.
Anyway, if anything, I think this device could hurt more Kindle sales than iPad ones.