Amazon Kindle - a bit of a throwback?

Why the heck would a reputable company go for something that looks, feels and acts like something from the eighties?

And why would a person that is already encumbered by a laptop, a cell phone and other gadgets decide to add another one just to read books, when there are plenty of devices out there that can do the job - beside doing a lot of other jobs and saving room in your bag?

The answer is simple: did you hear the word "proprietary"?

As Jeff Bazos says in his announcement:

We want you to get lost in your reading and not in the technology.

Indeed - get lost.