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I don't think it is about "fashion" it isn't like putting on an ugly shirt and looking stupid, but I think that today's consumer has a very high standard when it comes to industrial design. The Kindle 1 looked cheap and ugly. The Kindle 2 has gotten much closer to the mark, I am not a fan of the buttons personally, but I don't see any other way to include them without doubling the thickness of the Kindle 2 (which is hardly a solution.) Looks do matter and at least Amazon is headed in the right direction.
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