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I don't even think they know about a new Kindle. If you notice there is referece to the Kindle and Kindle Touch, but going through their website you can't actually buy a cover for those as they are temporarily unavailable.
My guess is it is a webpage that hasn't been update correctly, and during development a template was used saying "Kindle X" with the intention to replace 'X' with the correct name.
I doubt some small unknown manufacturer of covers know more about a new Kindle before big news sites do.
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