“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 “$359” 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.
Inside was another box, fancier than the first. Black cardboard was printed with a swarm of glossy black letters, and in the middle was, again, the word “kindle.” There was another pull strip on the side, which again said, “Once upon a time.” I’d entered some nesting Italo Calvino folktale world of packaging. (Calvino’s Italian folktales aren’t yet available at the Kindle Store, by the way.) I pulled again and opened.”
One more expensive example. The Kindle edition of “Selected Nuclear Materials and Engineering Systems,” an e-book for people who design nuclear power plants, sells for more than eight thousand dollars. Figure 2 is an elaborate chart of a reaction scheme, with many call-outs and chemical equations. It’s totally illegible. “You Save: $1,607.80 (20%),” the Kindle page says. “I’m not going to buy this book until the price comes down,” one stern Amazoner wrote.
