I saw this today via read-write-web and I was amazed by the fugly-ness of this device. I was hopeful that an electronic book reader would be revolutionary and evolutionary at the same time and this looks like it is from 1989. Was it designed then? Couldn’t they find any better materials? Why beige? Ugh. It doesn’t look comfortable to hold while riding to work on the train either. Someone from Apple should redesign it in 5 years when all the bugs have been worked out. In the mean time I will stay with reading my books in print just like the old days.