Amazon’s brand-new blurb puts a Kindle in a best probable light: poolside, in a hands of the pleasing, bikini-clad woman. It even works in the dig at the iPad as well as alternative LCD tablets; a dweeby guy next to a Kindle reader can only see his own nauseous reflection.

This video has been percolating around a tech blogosphere for a integrate of days, though I don’t consider anybody has gotten it quite right. (I was off yesterday. Sorry.) I overtly don’t consider it’s about competing with a iPad, or touting the benefits of non-reflective screens, as most as it’s about re-positioning the Kindle in a popular aptitude.

Think behind 3 years to when the Kindle was initial announced. Yes, there was the splashy cover story about the destiny of reading. But everybody concluded: a device itself was nauseous, it was costly, as well as its marketplace was singular to abounding bookwormy dorks who indispensable something to read upon airplanes where the earthy world could vanish at the back of the practical mindspace of the not-quite-real book.

Now, a Kindle is in vogue; it’s relatively inexpensive; and a universe in which you read it doesn’t look like the place you’d wish to escape from during all. That is, detached from your inquisitive neighbors and their self-involved not-quite-pickup lines.