May be you disgree about Jeff, but one think I know about Apple they have an habit of being disruptive. Years ago the big music stores, I think Amazon included, did not feel threatened by the iPod, because it was just a device. The the iTunes store came, and I think today most of digital music is sold through iTunes by Apple. The likes of Amazon have their stores, but they don't just compete. I can imagine Apple coming up with an intuitive Books store, like iBooks, that will make the Kindle experience seem shady. The company has the financial muscle to whip the major publishers in to the line of thinking, and it will not be long before Amazon feels the heat. They have been having talks with Major publishes of late, so we can only guess what they are cooking up there in Cupertino. And it can not be good for Amazon. Amazon may have be good now at selling books, but I think they have a bleak future faced with competition from Apple. Apple may even come up with some crazy idea to sell content from freelance writers who have never been publishers, much like the iPhone Developers now, and share the revenue with them. We may even have the guys encouraging budding authors to write books to sell on the iBook store. So those of you who have been having dreams of being the next Robert Ludlum but know that you may never get published, watch the Apple show and wait. We can only wait and see.