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To me, Kindle sounds like something you'd use to start a fire. Come to think of it, that's probably what I'd do with it if I was given a Kindle so maybe it's a good name after all.
Seriously, IMO a name should indicate what the device is. For eBook readers that means (still JMO) it should include Book or Reader or something like that. As far as the complaints about the PRS-300 are concerned, my understanding is that the full name is Sony Reader PRS-300. I don't think the manufacturers should be blamed for misunderstandings that occur when people only use part of the name the manufacturer assigns. (Maybe we should call the Kindle just 1, 2, 3, or DX. Would that be 'catchier'?)
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