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GERGE,
Don't get me wrong -- I think Amazon was amazingly stupid for muddling this.
Quite frankly, they should never have said a word, and definitely should not have brought out the banner ads, until they had something ready to be released.
But... I don't remember for sure, as I wasn't tremendously interested (I like my current Kindle well enough)... I could've sworn I came away, even then, with the impression that the typesetting engine was going to be released sometime after the Kindle itself, via a firmware update?
Assuming they did accurately describe it

I kinda sorta feel that if someone didn't figure it out, it is their fault.
That would be because I have a general disapproval of people not doing a cursory examination of the facts. (This is always a must when dealing with hyped-up product advertisement.)
Nothing to do with Amazon, I just hate Stupid. I also wish it were realistic to hope that stupidity would become an imprisonable offense

. I do recognize that my opinion is rather... controversial.
That goes for Amazon's marketing director as well. Press has never really been Amazon's strong point, and it just bit them.