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My biggest complaint on the design is that it was clearly never tested by potential customers. If 50 people had tried it for a week (perhaps even 10 people) they would have got enough feedback to address most of the glaring ergonomic issues (device falls out of its cover, right edge keys too easy to press by mistake, ...). All of these would have been fixable if caught early in the product cycle. This might not have stopped the Kindle being labeled as "ugly", but a design can grow on you if it works well. Overall, I would rate the Kindle as a "near miss" in design and execution. At one level, this isn't bad for a company with little experience in product design. It suggests that the Kindle mark II could be a winner with just a little more effort. The existing device could also improve over time if Amazon concentrates on software upgrades.
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