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I read some comments about the big top bezel size of the device in the Chinese advertisement. I bet it's not the real new device under that shroud. They just knocked up some concept artwork for a "reveal" event, using a Kindle they had already. Looks about like an existing Paperwhite.
If Amazon really wants to keep a lid on the design of the device, they may not want to be showing it off to your a Photoshop jockey in China. Leaks are incredibly hard to prevent if you're flashing the device around like that.
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