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I got The Amazon Kindle shipped as Kindle 2 from Amazon. How come? There were banner ads for it all over the Web. Whenever I surf to the Amazon Web site, I was urged to buy one. Over 270,000 other books are available for Amazon Kindle—Amazon’s new wireless reading device. Learn more about Kindle e Reader here.

Don’t have a Kindle? Get yours here.” If I went to the Kindle page for the digital download of “Moonlight Becomes You” $6.39, it wouldn’t offer me a link back to the print version. I was being steered.

Everybody was saying that the new Kindle was terribly important that it was an alpenhorn blast of post-Gutenbergian revalorization. Within minutes, thanks to Kindle’s free 3G hookup with Sprint wireless—they call it Whispernet—he was well into Chapter 1 of Zadie Smith’s “On Beauty” $9.99 for the e-book, $10.20 for the paperback. Writing and publishing, he believed, would never be the same. In Newsweek, Jacob Weisberg, the editor-in-chief of the Slate Group, confided that for weeks he’d been doing all his recreational reading on the Kindle 2, and he claimed that it offered a “fundamentally better experience” than inked paper did. “Jeff Bezos”—Amazon’s founder and C.E.O.—”has built a machine that marks a cultural revolution,” Weisberg said. “Printed books, the most important artifacts of human civilization, are going to join newspapers and magazines on the road to obsolescence.”

Lots of ordinary people were excited about the Kindle 2, too—there were then about fifteen hundred five-star customer feedbacks at the Kindle Store, saying “I love my Kindle” over and over, and only a few hundred bitter one-stars. Kindle books were clean. “I’ve always been creeped out by library books and used books,” one visitor, Christine Ring, wrote on the Amazon Web site. “You never know where they’ve been!” “It has reinvigorated my interest in reading,” another reviewer said. “I’m hooked,” another said. “If I dropped my kindle down a sewer, I would buy another one immediately.”

And the unit was selling: in April, tech blogs had rumors that three hundred thousand Kindle 2s had shipped since the release date of February 24th. Bezos wrote a letter to shareholders: “Kindle sales have exceeded our most optimistic expectations.” He went on “The Daily Show” and laughed. See the YouTube video called “Jeff Bezos Laughing Freakishly Loud on The Daily Show with Jon Stewart.”

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Amazon’s page showed a woman in sunglasses sitting on a beach with a Kindle over her knee. Below that were video testimonials from big-name writers like Michael Lewis and Toni Morrison, recycled from the launch of the original Kindle, in the fall of 2007. James Patterson, the force behind a stream of No. 1 Times best-sellers, said that he enjoyed reading outdoors, where he had, he confided, a “wonderful back yard, nice pool, and all that.” Patterson was pleased to discover, while Kindling poolside, that the wind didn’t make the book’s pages flutter. “There’s just the one page,” he explained. Neil Gaiman had moved from skeptic to “absolute believer.”

Well, well! I began to have the mildly euphoric feeling that you get ten minutes into an infomercial. Sure, the Kindle is expensive, but the expense is a way of buying into the total commitment. This could forever change the way I read. I’ve never been a fast reader. I’m fickle; I don’t finish books I start; I put a book aside for five, ten years and then take it up again. Maybe, I thought, if I ordered this wireless Kindle 2 I would be pulled into a world of compulsive, demonic book consumption, like Pippin staring at the stone of Orthanc. Maybe I would gorge myself on Rebecca West, or Jack Vance, or Dawn Powell. Maybe the Kindle was the Bowflex of bookishness: something expensive that, when you commit to it, forces you to do more of whatever it is you think you should be doing more of.

True, the name of the product wasn’t so great. Kindle? It was cute and sinister at the same time—worse than Edsel, or Probe, or Microsoft’s Bob. But one forgives a bad name. One even comes to be fond of a bad name, if the product itself is delightful.

It came, via UPS, in a big cardboard box. Inside the box were some puffy clear bladders of plastic, a packing slip with “$259″ on it, and another cardboard box. This one said, in spare, lowercase type, “kindle.” On the side of the box was a plastic strip inlaid into the cardboard, which you were meant to pull to tear the package cleanly open. On it were the words “Once upon a time.” I pulled and opened.