I'm glad I'm not alone!
Watching the casual way the actors hold and toss the Kindle around kind of sends a shock down my spine. I can't ever picture myself tossing my Kindle into a drawer without the cover on. Unless it was a sock drawer or something with absolutely no hard objects.
The part of the commercial I think they did well was actually showing the
screen this time around. In that sense, it's much better than those stop-motion commercials where you only got to see the back of the Kindle, and never got to see it in use.
All in all, I think these commercials are better, and it's understandable that they wouldn't want to show the Kindle with an optional accessory (to avoid people thinking that the Kindle comes with it), but they really need to cut the scenes tossing it into a drawer, into a back pocket, or having Cheerios hurled at it.