I'll buy one when they start adding ePub support (this is the selling point for me; yeah, I know I can easily convert them, but it's not the same thing, even though they're pretty much the same format) and when they remove that stupid "Kindle" logo from right in front of your face. You don't see "iPod" (or "iPad") on the front of an iPod touch (or iPad), do you? It already says that it's a Kindle on the back. Does it need to say that on the sides, as well??