I agree that the Amazon store itself (and wireless is an extension of that) is a huge part of the Kindle's appeal. But as to the product itself I find the next page buttons and so on very comfortable. The five-way control is not entirely intuitive as it could be, but I find it handy enough. Having played with Sony's in stores I don't find them to be any more ergonomic. They are very nice, though, and I can see why people like them.
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