EDIT - I am referring only to the apps! iBooks is a visual treat and a great 'paper like' experience, but Amazon's Kindle App platform blows it away with two killer features. 1) Selection. They have far and away more books than iBooks. I've had a hard time finding the books I want on iBooks. Time will solve this but for now, Kindle trumps. 2) Device agnostic. A kindle book works on the iPad. But it also works on my iPhone, my Windows 7 PC at work and my MacBook Pro. This is SO useful. For example, yesterday my wife had an appointment that I took her too. It took longer than expected and I would have cursed myself for not bringing the iPad along if I had bought using iBooks. Instead, I whipped out the iPhone and it SYNC'ed right to where I left off reading on the iPad. I carried on reading and when I got home later, the iPad SYNC'ed to where I had reached on the iPhone. This is clever stuff folks. It is actually more convenient than a real book (which would have remained at home on the coffee table). --- iPad and kindle need each other right now. Apple lacks the relationships with publishers to get the book selection. Arguably, Apple is likely to try and lock people into it's ecosystem, although if eBooks could be read using iTunes on several devices, and with iBooks coming to iPhone with OS 4, this could change. Remember, iTunes was once Apple and iPod only. With Kindle, Amazon lacks a truly compelling device - at least at the $259 price point. That has changed with iPad, which although not a true eReader is a very compelling purchase for many people. With the superior platform and iPad compatibility, Amazon has an opportunity to stay ahead. For now, I'm buying books through Kindle. They work everywhere, they sync beautifully and there's enormous choice. I'm hooked.