...Amazon is using a proprietary e-book format from Mobipocket, a French company that Amazon bought in 2005
Looks like they're just using the standard Mobipocket format. This should be a huge boost for Mobipocket, and if the Kindle thrives, it may pave the way for more publishers looking to Mobipocket. These are all good things, imo.
I wonder if it looks the same as those pics we've seen back in the day. Since they claim it has a keyboard, I'm betting it's going to be that same big, fugly thing.