It's unfortunate; It seems Apple watched Amazon "test market" a product. When Apple saw there was a viable market for such a product, Apple focused on it. Now everyone will be trying to catch up. Now Amazon wants to play for real? I really feel it will be to late for anyone to make a completive product. We have seen these strategies from Apple's competition in three markets now. Apple/Jobs very politically tamed the insatiable music labels, and now the book publishers, while at the same time locking out the competition's bids. I don't think Amazon played their best game here.