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I've seen that ad with the woman and the kindle for quite some time (although, ironically enough, I haven't seen it in the past month or so...?). At first I hated it and always forgot what it was for. Then I grew to love it. The music, I love the music and the flow of the pictures. I did try to figure out why they'd do that, and I finally realized they are setting a mood for the device. I haven't seen any new ads for the Kindle yet though. Everyone I know irl has always, it seems, known about the kindle. No one has ever heard of the sony device, or any other devices out there (except, recently, the nook). So I'd say amazon has done a great job advertising all along. I think for most of the people I know irl, kindle is synonymous for ereader device.
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