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Seems to me like the iPad will be nothing but a positive* for Amazon even if it cuts into their hardware sales. They already have an iPod/iPhone app, so they have the opportunity for ebook sales without having to rely on their own hardware.
I don't know all the details on the iBookstore, but if it follows the example of the iTunes music and app store, there are no re-downloads of previously purchased items. If that is the case, other bookstores have a feature gap they can exploit. Amazon has that whispersync cloud bookmark feature too, which would be a plus for anyone that has more than one platform that reads Kindle books.
*(the Kindle DX is probably a dead duck though)
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