Amazon is not-so-quietly building a wall between itself, its competitors, and open e-book formats. It’s time to show them that those of us who seek e-book readers without boundaries will not stand for their market monopolization and Soviet-style platform containment.Mr. Bezos, Tear Down This Wall, May 2009

You should read the whole article as it’s important in terms of Amazon and Kindle.

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Alas, what goes unmentioned is whether or not the new Kindle is waterproof. I’ve found a “trendy waterproof case” for Kindle on Amazon, so I have to assume it’s not.

If you’ve been reading my blog for any long period of time (at least since May 08) you’ll know that I’m still peeved at Amazon for thinking Kindle is just a tech gadget and marketing it for the most part to tech folks. I was in LA at BookExpo when it debuted, and started pondering then why Bezos felt it useful to show a woman using a Kindle in the kitchen to read a recipe for dinner.

I still want them to do a whole marketing campaign to women that would focus around those moments when we sneak into the bathroom, lock the door and do our “Calgon take me away…” bath. If you’re a Mom, you know what I’m talking about when I say sneak – it implies as it should that you have to be sneaky to get a long hour in the bathtub with a thriving family of need.

When I say need, I mean it in the best possible way, like “Mom, I need my socks. Honey, I need you to find my Pilates mat. Mom, the pug ate my mini-Yoda toy from Burger King and I need you to get it back.”

One hour in a bathtub with music, a margarita and double lock on the door does wonders. And if you have a Kindle to read in the bathtub and you know if you drop it (because you will) that it will survive the water immersion, that’s one less worry during the solace of the bath.

I also thought of a new campaign that Amazon could roll out which is completely stolen from the Brooke Shields/Calvin Klein campaign for jeans.

Amazon’s campaign would be a harried Mom, closing the door of her bathroom and as she’s stepping into the bubbly water, holding her Kindle, she would say, “Nothing comes between me and my Kindle, not even water.”

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