Sure. But my point is that I only want to be shown those suggestions when I opt to go to the built in, unremovable book store app on my kindle. Not when I set my device down for 10 minutes to go make a coffee, and it decides that I have been away long enough to needlessly replace the content I paid Amazon for with content that someone else is paying Amazon to show me.

Isn't it enough that I bought their device, and that I fill it with content from their store that "makes suggestions" (shows ads) when I visit it?