I did order it for both Kindles. I always get the max insurance for my computers (which has come in handy) and wanted to do the same for my Kindles.
I went with the insurance Amazon is offering over Square Trade (even though it is more expensive). I haven't been able to find any information of how ST has handled any damaged Kindles. Maybe no one with the ST insurance has damaged theirs yet. I just have more "trust" in Amazon's choice (rightly or wrongly).