My neighbor commutes daily on the DC Metro and she says that she sees Kindles everywhere. Of course, she may be mistaking other readers for Kindles or may be using the term Kindle as one would Kleenex. (She ended up buying 5 Kindles, one each for her, her husband and three children.)
Almost everyone I've run into with my Kindle recognizes that name but is not aware of the Sony products or any other brand names. Even when I use my Cybook people call it a Kindle.
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