Since Amazon doesn't actually sell pdf ebooks, I don't expect pdf reading on the Kindle to ever be an effortless, pain-free experience. They'll support it because they said they would (and it may get increasingly 'better'), but they're not going to sink a lot of time and expense into making it a true pdf reader.
This is probably one of those instances where a third-party app is going to have to come to the rescue somewhere down the road.
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