They certainly seemed legit enough. They asked most of the questions you'd expect: how'd I start e-reading, why'd I switch to my current device, what do/don't I like about my current device, what do/don't I like about the Kindle (they asked a lot of questions related to the Kindle), what are my reading habits, etc.
I asked them if they could tell me who they were representing, no surprise that they couldn't, nor could they tell me if the company was already in the e-reader game or not. I didn't expect anything else, but hey, I had to ask, right?