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For people who already know what a kindle is, it creates an image, just like coca-cola commercials have very little to do with the actual product.
For people who have no idea what it is, it builds anticipation. If they play the commercial often enough, people will start asking, so what is this kindle all about?
So I think it does its job pretty well.
Now I'm not sure if I like it or not, but I do like it more than the sony one. No imagination at all.
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