This is similar to another browser button/app: readability(
http://lab.arc90.com/experiments/readability/). Readability re-formats a web page for a device type (ebook is one), font size, and border spacing. It then examines page, attempts to strip out all ads, and other extraneous stuff; and then displays the resultant page with buttons to: reload original page, print reformatted page, email reformatted page (could be to amazon KDX addresses). its user interface seems a little less complex than rekindle.it -- as much info is captured at button creation time. rekindle.it would be better if you could choose free or nonfree conversion, choose reformat or not at button creation time rather than at button press time. It would be helpful if file name sent from amazon conversion service were unique (like perhaps name of web page?). The main problem with this (and with readability) is that the reformatting on anything other than the simplest of pages is completely hopeless. As more and more pages are in effect mashups, this makes these apps not very useful. One possible solution would be to take a page from the firefox addon: "clip to onenote" which is a context menu item which will take the selected parts of a web page (or the whole page if nothing selected), and put them in a new onenote page. It would be great if rekindle.it could take web page selections, reformat them, and either mail to amazon, or detect if KDX is connected, and if yes, drop something appropriate into the kindle's document folder (maybe thru calibre?).
Ideally, one would like to be able to select parts of a web page and then push a "SendtoKDX" button, and have the selections delivered automagically (in a most pleasing format) directly to the KDX (if tethered to PC) or to some staging area on PC if not.