I've used Zaggs and BSEs, and like matt314159 says, they are the same.
That said, I wouldn't recommend either one for the Kindle. The glare is compounded by the orange-peel texture (which lessens as the device dries but never goes away entirely).
Bareback is the way to go. Just don't throw your Kindle into a bag full of sharp pieces of metal or uncapped pens and you should be fine.
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