Jeff has been spinning that line about getting lost in the story and the device disappearing since the first Kindle. I pretty much buy it, but I also bought it many devices ago. That said, the biggest factor for me in regard to the device disappearing is a bigger screen, so I'm not tapping/swiping/button-pushing as frequently.
As an aside, I don't know how mimicking the feel of a book spine in your hand means the device is fading into the background. Why would aspects of reading paper books that have nothing at all to do with the act of reading itself factor into design?
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