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I agree that the Kindle is all about delivering the content. For that reason, the important number is not how many Kindles are sold but how many e-books are bought on Amazon. This is what could push the publishing industry into producing more e-books (for all devices).
The Kindle demographic is probably wider than the Sony's, but I don't see it as entirely bestseller oriented. The defining characteristic of the Kindle community is (presumably) that they bought books from Amazon before buying the Kindle. In other words, an established book customer who sees $400 worth of "value" in the Kindle. From this point of view, the potential for Amazon is huge - because their customer base for a $200 device is much larger and at (say) $100 it could really take off.
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