The producer seems to be Hon Hai Precision Industries (aka Foxconn).
You know, the company with the slogan "free speech? we've heard about it".
l'Inq about it http://uk.theinquirer.net/?article=34040
I don't think it's about beating or not beating. We should be happy that they might get ebooks right this time, so we don't have to wait another 5-10 years (again)