Nice play by Amazon with Kindle iPhone app

I was on a plane heading home from DEMO 09 when the Amazon Kindle iPhone App news broke and, after a week of seeing new gadgets and software, didn't fully digest the news until this week. But, we just posted a video of the Kindle App and I have to say the release is a very nice move by Amazon:

Not sure if I am going to consume books this way (I think I'd prefer an audiobook instead on my iPhone), but it does give Amazon a whole other market to sell to besides its Kindle owners. Those who own an iPhone are used to having one device that seemingly does it all and probably are not going to shell out another $300-plus for yet another device that they'd have to carry with them on planes and trains. Now, they too can experience the main Kindle features and keep their one device that does it all. And Amazon can keep selling eBooks just as fast they can, er, print them?

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