Methinks the iPad caused a renaissance for the digital book & Amazon is doing everything to make sure that their eBook format does not become obsolete. Amazon has been advertising the Kindle app for the iPad all over the place & it only makes sense to aggressively reduce the price one the readers. The money is in the books, not the readers. Or rather, the money is in the convenience of digital distribution. Apple convinced people to pay for convenience and Amazon is trying to hitch a ride.