Yeah, I'm no fan of the Apple collective, but I can certainly picture the ad from Apple:
Same two actors in the waiting queue for the resort restaurant that evening. Guy has his iPad, woman has her Kindle. She's reading as she waits. He pulls out the iPad and...
...checks his reservation status
...checks his email
...discovers that there are still tickets available for a show/movie/whatever and orders them immediately
"So, good book?"