Apparently there's a Paperwhite Update
The Amazon Kindle team says:
Thank you for your feedback.
We wanted to let you know that in the coming weeks, a free software update will be coming to Kindle Paperwhite. Among other features, we're adding a setting that will allow customers to control whether or not personalized recommendations appear on the device homepage.
We hope this information helps.
The Kindle Team
Wonder what else they might be 'fixing'?