the number one thing that people are doing on their kindle right now is reading steve larson. >> charlieere is an application for a kindle on an ipad. >> absolutely. also on android. also on the iphone. also on the mac. also on the p.c., also on your blackberry. so our approach is when you buy a kindle book, we want you -- it's buy once, read everywhere so you buy that kindle book and we have a technology called whisper sync, so we'll synchronize your place and you can read on your blackberry, read on your ipad, if you're going to have a two-hour reading session, get the kindle and get a device that is really optimized for long-form reading. >> charlie: the argument made for the kindle, and you make it as well as anyone else is that it's easier to read, that your eyes will tire because of backlighting from an ipad. >> what's the first thing? when you have to read a long document on a computer, what's the first thing you do? you print it out. >> charlie: sure. yeah. >> because when you're looking into a backlit display which is the traditional l.c.d. kinds of computer displays -- it's wha