Electronic books - off-topic but INTERESTING

This isn't one of the 'things' but I found out about this one recently.

Has anybody else noticed the big push Amazon.com is giving to their Kindle hand-held electronic reader? I know it's not the first electronic reader available but they really seem to be putting their economic muscle behind it! It shows up very prominently on their home page - it's impossible to miss it! I really noticed it today when I didn't have to keep my eyes open for customers. I even listened to two of the videos related to Kindle. Amazon claims availability of 80,000 titles for this thing with a majority of the current bestseller titles available in this format.

The unit currently has a $399 price tag which is high but if this whole thing takes off, that price will come down! The money to keep this little engine running will come from the software sales, not the hardware. When you go into the entry for a book you're looking for, it lists if the title is available in Kindle format as well as all other formats. They even have an ad for publishers to (re)publish their title in Kindle format, if they haven't already. This really looks like something that could really take off.

Opinions, anyone??