I travel Kingston-Twickenham and connect to the Windsor train and the adverts are everywhere on South West trains. I haven't seen another Kindle in the wild yet though, but when I change trains at Twickenham I usually see a lady with a Sony 600 or 650 - can't tell which but it is touch screen and the larger one.
The only time I have been asked about it is when I went to see the practice nurse at my doctor's surgery and I read on my Kindle while she had to find a doctor to sign a prescription.
I use a fairly big font though and I am sure people are reading over my shoulder on the train sometimes .....
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